BRAND:
Acela
CLIENT:
National Railroad Passenger Corporation
BACKGROUND:
Create a branded experience for Amtrak’s high-speed rail service that would differentiate it from airlines and automobiles as well as make it compelling and relevant to customers.
ACTION:
Insights were gathered by riding trains, touring stations, interviewing senior management, and analyzing the ways Amtrak distributes and and acts upon information. In-depth traveler profiles were developed to highlight to role rail travel could play in people’s lives.
A new brand name, “Acela,” story and identity were created to reflect consumers’ image of the ideal rail provider.
Consumer research identified ten key steps in the passenger's journey, from learning and planning through to arriving at the destination and continuing onward. These steps became the basis for Acela’s service strategy. Each step in the journey was seen as part of an integrated whole, allowing for better media planning and touch point design.
Staging included managing the roll-out of the new Acela high speed rail brand – from designing new train exteriors to specifying materials and finished to train interiors. All touch points were designed to reflect the new brand - from tickets to newsletters to website to business cards. By improving the details and consistency at every point of the journey, Amtrak has been able to provide guests a better travel experience.
In its first year of operation, Acela realized a 13% premium and 10% increase in bookings over other train services.
DELIVERABLES:
Research, Brand Strategy, Brand Services, Name, Logo, Icons, Sub-Brand logos, Brand Guidelines, Vehicles, Signage, Maps, Stationery, Marketing Communications, Campaign, Launch
LEARN MORE:
www.amtrak.com/acela-express-train
ROLE:
Michael Thibodeau - creative director and lead designer with IDEO, OH & Co and National Railroad Passenger Corporation