Amtrak Rebrand

We wanted to show people that the railroad isn’t an inconvenient way to travel distances. In fact, it’s exciting because it lets us get to see nature across the state. And it’s relaxing, we don’t encounter turbulence. We want to bring back the sense of adventure the railroad has always had while getting the word out that this wasn’t the Amtrak of the past. This is a new, modern Amtrak.

We began with a print ad that showed off Amtrak’s new design language and overall voice and tone.