Corporate identity generation, brand collateral and user-interface design
The Australasian Railway Association (ARA) had a desire to overcome negative perceptions of the rail industry and reposition it as fresh, modern and efficient. A colour palette was selected to convey the environmentally friendly credentials of the industry. The typeface for the brand was chosen due to its similarities with mid-century rail signage. Rail track line elements, inspired by modern rail maps were adopted as core brand elements and became the inspiration for supporting elements and the execution for collateral.