TfL and VCCP launch campaign for newly-named Overground lines

Transport for London (TfL) has partnered with creative agency VCCP London to unveil a dynamic new campaign highlighting the six newly-named London Overground lines. The initiative aims to celebrate the capital’s diverse history and culture while making the network more intuitive for travellers.

The renaming of the lines, announced earlier this year, is part of a broader effort to improve navigation and enhance user experience. Following extensive engagement with customers, stakeholders, historians, industry experts, staff, and local communities, TfL has introduced distinct names and colours for each line. The names—The Liberty Line, The Lioness Line, The Mildmay Line, The Suffragette Line, The Weaver Line, and The Windrush Line—honour London’s rich heritage and the contributions of its communities.

The campaign incorporates vibrant designs to visually showcase each line’s unique identity. These striking visuals, displayed across the network, serve as both practical aids for navigation and artistic tributes to the stories behind the names.

As part of the campaign, TfL has also released a series of Mind the Gap podcasts, which delve into the historical and cultural significance of each line’s name. These podcasts have resonated with Londoners, quickly becoming some of TfL’s most popular content to date.

The campaign is running across London’s transport network with a mix of out-of-home advertising, press coverage, and in-station activities. Media strategy and planning have been managed by Wavemaker UK, leveraging platforms such as YouTube and social media to connect audiences with engaging long-form content about the lines.

Miranda Leedham, Head of Customer Marketing and Behaviour Change at TfL, commented: "The London Overground has grown massively since its launch in 2007, and we are committed to making the network more accessible while celebrating the rich diversity and history of our city. This campaign reflects that vision."

Simon Learman, Creative Director at VCCP London, added: "We wanted to recognise and celebrate the contributions of Londoners from all walks of life. Through this campaign, we bring to life the characters and stories that define the neighbourhoods connected by these lines."

Oliver Halliwell, Managing Partner at Wavemaker UK, said: "We’re proud to support a campaign that honours London’s diverse communities while ensuring the Overground is easier to navigate. By combining on- and off-network media, we’ve crafted an approach that educates and inspires travellers while immersing them in the stories behind the lines."

This campaign not only provides practical solutions for navigating the London Overground but also celebrates the cultural fabric of the city, offering Londoners and visitors alike a deeper connection to the communities that shape the capital.