Case Study - High Speed rail exploration - NEW DIRECTION
Original Concept:
Focused towards a more business audience
Reliability and convenience was the most important factor
A system that got the traveler from point A to point B
Innovated Concept:
Target audience set for people who are interested in traveling for the experience
Creating a high-quality service that is reliable but also still fun and exciting
STAND OUT
The original concept of Velient was to make a convenient ride for daily transportation. Mainly created with business people in mind, I kept the concept corporate throughout. I focused more on commuters and people who would use the transportation on a more regular basis. When the concept was ‘completed’, I felt like something was missing in the final outcome of Velient — the experience. I wanted to take a whole new direction with the identity and decided to rebrand it. My goal was to completely transform the high speed system to an experience that leaves the traveler with a memory “I want to get on Velient again.”
First initial sketches experimented in using different shapes and forms that related to different characteristics of a high speed system.
Final logo concept — Incorporated two main colors from branding guide.