Etihad Rail

Changing how people move

Etihad Rail

Contributions

Brand Strategy, Brand Identity, Brand Launch,  Brand Marketing, Motion Design, Experience Blueprint

Industry

Logistics & Transportation

There is a change coming in how we move. The  big question: how do we shift a country from road to rail?

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Moving people from the comfort and luxury and convenience of their cars, to the train. Moving goods from trucks to rail.  

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That is what Etihad Rail has been tasked with. And what they tasked us with supporting them on.

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As their remit changes from infrastructure builder to transport operator, they need a brand not just to keep up, but to help lead the way.

At the heart of the brand is our new brand promise. The UAE’s Spirit of the Union in physical form. A promise to drive the nation’s prosperity, a promise to change consumer behaviour, a promise to connect a growing and diversifying business group.

Working with the Etihad Rail team for the past 2 years, BOND has put in place a new brand strategy, communications platform, visual and verbal identity and experience blueprint to help guide the coming years’ development of the business.

We Move Together. A unifying tagline for a single brand, to work everywhere from B2C passenger marketing to B2G communications. A single brand with the power and flexibility to connect with diverse audiences.

The tracks we’ve laid aren’t just lines on a map. They are life-giving arteries, connecting our people, our economy, our nation and beyond. Wherever we go, communities springing up and industries thriving around us.

They’re a network on which a new generation of businesses and products are being built. A true rail ecosystem designed to move us into the future just as it moves us from A to B. Opening up new opportunities. Spurring growth.

They’re a unifier. An invitation to everyone to engage. To explore. Inspiring confidence. Encouraging collaboration. Rewarding curiosity.

All founded on a simple belief. That the closer we get, the stronger we become. That a nation connected like never before, by faster, easier, cheaper and more sustainable transport, is a nation that prospers.

This is the future we’re creating. And it’s a future to be shared.

Yes, we’ll change how we move.

But one thing never changes: we always move together.

A remastered logo

A brand language built for a business that moves

The Spirit of Connection is the thread that runs through our verbal and visual language. This is a content-rich brand, able to inspire and move us towards a different future, within a flexible yet functional framework.

The brand connects passengers with uplifting and joyful moments, which can be felt on the countless inspirational journeys we welcome them on.

A Multitude of journeys

ER-X. The ambition is to put in place an experience blueprint that helps guide, subtly or strongly, the interactions users will have with Etihad Rail, interaction after interaction. The look, feel, behaviour and the flavour need to be intentionally orchestrated.