Transport for London (TfL) is celebrating the UK capital’s rich and diverse cultural heritage with a new campaign that brings to life the six freshly renamed London Overground lines.

Developed in partnership with London-based creative agency VCCP, the work will be centred around a series of out-of-home posters that explain the meaning behind the new names of each of the six lines.

Respectively named The Liberty line, The Lioness line, The Mildmay line, The Suffragette line, The Weaver line and The Windrush line, each line has been given a new distinct name and colour that celebrates London’s history and diversity.

“The London Overground has grown massively in size since its launch in 2007 and can sometimes be difficult to navigate for those visiting or using the lines less frequently,” TfL head of customer marketing and behaviour change, Miranda Needham said.

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“That’s why we are dedicated to making the network more accessible while celebrating the diversity and history of our city through this campaign.”

With media planning and buying handled by Wavemaker, the network’s campaign will run across out-of-home, press and in-station activations. Each distinct asset provides a short educational backstory to each line’s new name.

VCCP London creative director, Simon Learman added: “We wanted to both recognise and celebrate the contribution Londoners from all communities have made towards moving our city forwards.

“This is a wonderful opportunity to bring to life the characters and their stories as we journey through their neighbourhoods.”