Client:
Florida East Coast Railway (FEC)
Design | Strategy | Creative
Connecting Florida to the World
Project Overview
Client:
Florida East Coast Railway (FEC)
About:
Florida East Coast Railway (FEC) is the the leading transportation network in trade, tourism, and economic development in the regions it served. It played a vital role in transporting goods, connecting communities, and contributing to the growth of Florida's economy over the years.
Industry:
Transportation
Year:
2020-2021
Main Services:
- Logo Design
- Brand Naming
- Marketing Collateral
- Brand Strategy
Insight
FEC has a rich history and played a crucial role in the development of Florida's transportation infrastructure. The creation of the Florida Special sub-brand aimed to honor the company's legacy while highlighting its commitment to delivering exceptional freight transportation services. In addition to honoring the past, the FEC aimed to position itself as a forward-thinking and innovative transportation provider. The goal was to modernize the company's image and differentiate itself in the market.
Idea
To modernize the company's image, we developed a visual identity that blended elements of the FEC's heritage with contemporary design aesthetics. The logo design showcased a stylized train engine, incorporating sleek lines and vibrant colors while maintaining FEC's historic representation. We crafted a messaging strategy that emphasized the Florida Special sub-brand's unique value proposition. The messaging focused on the FEC's commitment to reliable and efficient freight transportation services along the Florida coastline, highlighting their expertise, modern infrastructure, and dedication to customer satisfaction. We also recommended initiatives to enhance the customer experience, including website improvements, streamlined booking processes, and personalized communications. These efforts aimed to provide a seamless and efficient experience for customers, reinforcing the Florida Special's positioning as a leading transportation provider.
Impact
Through the distinctive visual identity and tailored messaging, Florida East Coast Railway (FEC) successfully positioned itself as a leading transportation provider along the Florida coastline. The modernized visual identity and focused messaging captured the attention of the target audience, resulting in increased brand recognition and differentiation in the market. The Florida Special sub-brand became synonymous with reliability, efficiency, and a rich historical legacy, setting the FEC apart from competitors. As a result, the FEC attracted new customers seeking a reliable and innovative freight transportation solution. The integrated marketing campaign generated awareness and engagement, leading to notable business growth with increased customer inquiries, partnerships, freight transportation bookings, and achievement of financial milestones.