Creating the brand for the UAE's first Federal rail project
BRIEF
To create a brand that would support this high profile and hugely important project to link the UAE and support the Federal economy.
CHALLENGE
Unlike many other projects this had no precedent, no competition and not a single track is laid or passenger journey made. Therefore this project would have to project a future that would need to capture the public's imagination at one level, but have a predominant short term focus on creating a freight network.
SOLUTION
In order to define a way to build the brand it was necessary to benchmark establish rail networks and operators in Europe and the US. By understanding them in detail we could determine the requirements for this brand and set the vision, mission and values for the organisation.
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The solution created for Etihad Rail reflects the forward thinking nature of the UAE and its rail network. The Brand Idea 'weaving prosperity for the nation' reflects the role and purpose of the network. The streamlined and proud identity conveys a falcon's head in the shape of the locomotive, moving forward with speed and precision. Its elegant and contemporary design reflects the passion, accuracy and motion of the train. The extended line out to the falcon's head has been created to reinforce the strong forward movement the rail network offers. The primary colours are intrinsically UAE; red, green and black. They have been selected to reflect the pride of a nation; undertaking an epic challenge in creating the new national railway network.
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Summary of deliverables - brand strategy - brand architecture - brand identity and look & feel
- information hierarchy, UI design and content development
