01 where we started
Railinc needed a diverse amount of ideas – and fast. Not only did they need to talk to potential customers, they needed a clearly defined purpose and robust culture to attract and retain employees.
The Problem
Railinc is an innovative and reliable resource for rail technology solutions that sought to define a brand standard and disrupt their marketplace.
The Objective
We were tasked with providing ideas that would further the Railinc mission and showcase the company’s capabilities through strategic branding and messaging. Railinc needed a diverse amount of ideas – and fast. Not only did they need to speak to potential customers, but they also needed a clearly defined purpose and robust culture to attract and retain employees.
Our Strategy
We used our findings in discovery to develop a bold, fresh visual voice and help reimagine the outward-facing Railinc brand, while creating several internal initiatives including office wall installations, experiential events, and commemorative rail spikes for employees.
02 ignideum
Through our Ignideum session, our team got to work to uncover insights and generate a multitude of marketing solutions, all with the goal of building Railinc’s brand into one synonymous with innovation and advancement in the rail industry.
03 what we discovered
Through our findings, we discovered an opportunity to redefine the brand culture, communication framework, visual identity and brand experience.
04 visual communication strategy
To define Railinc’s visual identity, we applied color theory, typography, and iconography based on their brand’s personality and research gleaned from our market audits. A bold, fresh concept utilizing abstract lines representing data and networks, as well as dots representing growth and innovation. These elements helped support the story of Railinc and its offerings.
05 carlogix branding
One of Railinc’s most successful products, Carlogix maximizes profitability for railroads by automating and streamlining billing so that the focus can be on getting cars back on the rails. Railinc challenged us to update Carlogix with a new logo and tagline.
06 brand culture
With the end goal of supporting Railinc’s purpose-driven culture, we examined ways it could bring the company’s vision to life. Working collaboratively with Railinc leadership, we created several interactive options, including office wall installations, experiential events, and commemorative rail spikes for employees.
07 the end result
Over the course of our partnership, we redefined the visual and communicative identity of the Railinc brand. We were able to provide ideas and solutions fast, providing the tools Railinc needed to be effective in the future.