The LAB at Rockwell Group
TRAINS_DAY.jpg

Brightline Train

What If... The travel experience was re-invented under the framework of hospitality?

 
 

Brightline

Florida

Area of Service

Branding, Strategy, Research, Positioning, Visual Identity, Train Interiors/Exteriors, Station Interiors
 

It was time to re-invent travel and bring it into the 21st century. All Aboard Florida’s Brightline would be the first private intercity passenger railroad in the US in 42 years. The power of connectivity was our design goal, and we were committed to providing this through the lens of hospitality.

To create a compelling travel experience in a state dominated by cars, we built the brand from scratch, sticking to our mission of connecting people, communities and culture. Brightline maintains a network of travel services that provides the best door-to-door experience, taking passengers to stops in Miami, Fort Lauderdale, West Palm Beach, and Orlando.

It was important to us that connections were being made both at an emotional and practical level. After months of research, we developed the travel concept, Brightline name, brand positioning, visual identity, and design of the trains. The result is an entirely new travel experience, offering the most reliable Wi-Fi, fresh on-the-go food, clean accommodations, and immersive entertainment.

 

Brightline connects places, people, and businesses to provide the best door-to-door experience.

A train that isn't just about getting from A to B, but about creating a world of meaningful connections that redefine travel.

The power of connectivity was our design goal, and we were committed to providing this through the lens of hospitality.

Service between Miami and West Palm Beach will launch in 2017.

 

Selected Press

01/11/2017, USA Today Florida's First Brightline Train

01/04/2017, New York Times Getting Around by Rail, Sail or Foot

11/9/2015, USA Today — New Florida train service to whisk passengers between Miami and Orlando