Based in Gateshead, Petards Rail is a global provider of intelligent train technology, with the largest base of on-train CCTV systems in the UK. The company is a true sector innovator, and its eyeTrain solutions deliver digital on-train surveillance subsystems to maximise passenger safety and optimise train performance.
The challenge
Petards’ solutions for both the railway and defence sectors had previously been positioned under one brand – Petards – despite having been developed for different audiences. We were tasked with developing a brand shaped to the needs of the rail industry, and one that would truly represent its innovative technology.
Aligned to this was a need for a marketing strategy for the rail sector, to boost the company’s market presence and help engage with decision makers.
What we did
An internal communications audit identified how marketing could support Petards’ staff, and fed into the development of its vision, mission and values. The creation of a new brand identity – and the new name, Petards Rail – followed, and we provided the plan and assets for a full brand roll-out.
Dovetailing with this was the creation of a marketing strategy and schedule, including key tactics, backed by findings from an external communications audit.
The impact
A distinct brand identity linked to its vision, and a marketing strategy based on extensive research, have Petards Rail a platform for growth.
And the company was recognised for its success in the Insider Made in the North East Awards 2025, where it was won both the Automotive, Aerospace and Rail Award and the Sustainable/Ethical Manufacturer award.
Throughout the process, Horizon Works engaged with staff, our customers, and the wider industry in a collaborative, guided and professional approach. The outcome is an exciting and fresh brand and marketing strategy, clearly linked to the new vision for Petards Rail; one that is already delivering." Grant Harley, General Manager, Petards Rail
Client
Petards Rail
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