Alconbury Weald
Alconbury Weald is built around a simple idea: people should be able to move around their community in ways that support their health, reduce costs and strengthen their connection to nature.
The challenge
Single journey car occupancy remains the go-to choice for many people. This leads to increased congestion and poorer air quality. Residents and commuters needed a clear route to change, helping them to shift travel habits alongside evolving infrastructure, without overwhelming or alienating them.
All of this data is useful if it removes complexity.
We introduced the Away framework: Share Away, Ride Away, Tap Away and Explore Away. Each one represents a clear action and replaces a long list of competing brands and services. Making Journeys Count keeps everything together.
Working with design partners, we created a travel identity that is easy to recognise across the community. It now appears on wrapped buses, in digital content, and in a new travel section on the Alconbury Weald website. The messaging focuses on healthier movement, cost savings, local routes and the well-being benefits of leaving the car at home.
The approach reflects famille’s values of honest communication, accessible design and a commitment to reducing environmental impact.
The programme is built to grow with the place and community it serves and supports, and is designed to roll out to additional developments.
The work shows how a clear narrative, aligned partners and a people-centred process can support long-term behaviour change and strengthen the connection between nature, health and daily life.
