BRAND:
Amtrak
CLIENT:
National Railroad Passenger Corporation
BACKGROUND:
Amtrak wanted to provide better products and services across its entire national network.
ACTION:
We conducted research and provided new insights for employees and customers. We gained knowledge from the business commuter, and long-distance travel segments providing the basis to define types of service with a shared brand proposition. This established the basis for several customer-focused initiatives including: revised service standards, the Amtrak Guest Rewards loyalty program, training, newly designed uniforms, and more. Integrate these operational upgrades with the development of a revised Amtrak brand, enabling the railroad to bring service enhancements to all parts of the customer experience.
DELIVERABLES:
Research, Brand Strategy, Brand Service, Brand Architecture. Logo, Design, Digital, Uniforms, Materials, Marketing Communications, Stationery, Vehicles, Signage, Products, Launch
LEARN MORE:
www.amtrak.com
ROLE:
Michael Thibodeau - creative director and brand designer working with National Railroad Passenger Corporation, IDEO and OH & Co.