Any XC rebrand feels pointless unless they do it after the additional stock is in and routes are up to a decent capacity.I can only assume an intention to aim at a younger client base (which in some ways makes sense), but when I was student age I found any attempt by a faceless corporation to be "down with the kids" just grossly patronising and stupid, not attractive.
XC's routes are already attractive but it needs longer trains. If the 12 extra voyagers are enough, future advertising on XC needs to focus on its trains being much longer.