Amtrak

In 1971, Amtrak emerged as America’s bold answer to a collapsing passenger rail system, uniting fragmented services into a national network when private companies abandoned the tracks. For over five decades, this federal corporation has persevered through political upheaval and budget constraints, all while maintaining vital connections between America’s cities when others saw only obsolescence. Today, Amtrak stands at a crossroads: become a relic of the past, or transform into the transportation backbone that America’s ambitious workforce demands.

 

By repositioning Amtrak as a champion of driven Americans on their way to the next opportunity, the next meeting, the next breakthrough, we can transform public perception and reverse spending deficits through increased ridership, laying the groundwork for systematic solutions to operational challenges. This project reflects Amtrak’s design target — the On The Wayfarer — through new brand strategy, visual identity, and strategic partnerships that enable Amtrak to route seamless journeys from the first mile to the last. Their new tagline, “We’re routing for you,” positions Amtrak as the champion supporting ambitious riders on their way to a more connected future.

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* Some images in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.