Thousands of Texans travel between Dallas and Houston. It is a ten-hour round-trip drive on the massively gridlocked I-45. This highway hosts outdated bridges and service stations. It is in dire need of repair, redesign, and rebuilding. And even with this restoration, the highway would continue to engender traffic. Texas Central is an opportunity to revitalize the community within and between these two great metropoli.
We started this transportation branding project by creating a logo that demonstrates the project’s speed, power, and innovation. The Texas state silhouette is bisected by a red stroke marking the train’s route. To capture the essence of Texas, without relying on the traditional stereotypes of hats and cowboy boots, we utilized the dark blue, red, and white colors of the state flag. The brand identity is simple and powerful, mobilizing stakeholders around this exciting project.
Their new transportation website is an extension of that identity, a vital resource for the communities that this project will affect. It relies on rich images and visual simplicity to make impact. This website is clear, navigable, and engaging. It showcases rather than tucks away information. And it applies a positive, energizing identity across all its pages, navigation, and photography.
Read our last case study, on Legion Logistics, here.
We rebranded a sports drink. Learn more.