1. Design a brand and identity that depicted high-speed rail as a clean, modern, and innovative way to travel.
2. Ensure identity was adaptable to a variety of channels
Brand & Identity Design / Print Collateral Design / Social Content Design
In the Summer of 2021, I had the opportunity to design the identity for Congresswoman Alexandria Ocasio-Cortez and Congressman Seth Moulton's Fund High-Speed Rail campaign.
The project had a quick turnaround deadline. I had three days to develop concepts and deliver a final product. On the first day, I had six ideas completed and provided three concepts the next day for feedback.
The challenge was not falling into the predictable tropes that come to mind when people think of high-speed rail. Sometimes, conveying energy and movement can be tough without those cliches. My solution was to design a sleek, modern looking locomotive at the bottom of the wordmark to drive the motion.
While developing the identity, I created some secondary assets to compliment the logo in social media content. Inspired by Massimo Vignelli's NYC subway maps, I designed these "rail-lines" using a grid.
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