The Freight Rail Customer Alliance is a group of people from a range of industries who all make use of the rail to run their businesses. In short: they ship by freight rail. And the rail lines are dominated by a restricted few. This means that staying competitive – keeping prices down – is difficult when there is no competition on rail lines. Some call this condition rail captivity. FRCA is a collaborative, proactive organization that works with its constituents to create solutions for future growth. With consumer experience in mind, they are devoted to cultivating equality and opportunity above all. They engaged us to build a brand identity conveying and supporting this unity, strength, and vision.
FRCA is essentially an intersection – between constituent and the Hill, between shipper and shipped – connecting people. Our mark is inspired by that collaboration. The colors evoke quiet strength. They’re energetic without being intimidating. In addition, FRCA photography is consistently substantial. All visual elements are contemporary, flexible, and sophisticated. They emulate the organization’s mission and its variety of membership. The visual identity matches FRCA’s longevity. This organization has been around for a long time, and they will continue to work with energy and substance for as long as this problem persists.