CLIENT
A privately owned and operated electrified, high-speed passenger railway line spanning the US.
PROBLEM
America is one of the most dominant economic forces and a technology powerhouse, however, we are grossly behind European and Asian Nations when it comes to transportation. America is an incredibly large and spread out country making driving only viable for short distances and flying the alternative for long distances. Trains are cheaper, more sustainable, can hold more people, and are less of a travel hassle than their alternatives however, they are never first on people’s minds since they have become slow and clunky, with the user experience failing to hit the mark.
POSITIONING
Pull riders who would otherwise drive or fly, reducing pollution, congestion, and the nation’s dependence on foreign oil. Using an integrated system of specialized rolling stock and dedicated tracks. The lines are built to handle speeds above 155 mph. Entirely powered of sustainable energy, such as wind and solar, the brand is also heavily focused and its effect on the environment, down to the complimentary aluminum water bottles given to passengers.
MESSAGE / COMPETITION
America’s first and only high-speed railroad, we are leading the charge in sustainable transportation for the United States. Directly compete with industry monopoly Amtrak as well as American Airline companies. nation’s fastest train is currently Amtrak’s Acela, which hits its top speed of 150mph for only 5-10 minutes. The crowded New York to Washington corridor, it averages only 80 m.p.h.
PERSONAS
Service applicable to all Americas, however primary marketing material will be aimed at environmental conscience individuals in the 20-35 age range.
MEANS
Brand Guidelines
Website presence
App presence
Exterior train design
Interior train
Digital ticket
Physical ticket
Directional signage
Worker uniforms
Merchandise
WEBSITE + APP DESIGN
Check out the live interactive version of the website here and the app here!
EXTERIOR + INTERIOR+ UNIFORM DESIGN
PROCESS
Using the design thinking process of design, I first started my brand creation with lots of research of the market, my competitors, who my target personas are, as well has plenty of logo ideation and sketching. Aslso downloading and investigating other travel sites brand guidelines and current user interfaces, i began mapping and sketching my own, looking to simplify the format as much as possible why also covering a lot of brand education.
