Aargentum has developed a brand identity, stationery, corporate literature, posters and CD-ROM for Rail4M, an alliance of three companies that serve the railway industry.
The work, which launches this week, is part of the company’s move to increase its presence in a fragmented market, says Aargentum creative director Lucy Davidson Davis.
‘The brief was to design a brand that would incorporate the different objectives of the companies and give a corporate feel,’ she says.
‘We’ve used two tracks to represent the railway industry and molecular shapes to illustrate that this is a network of companies within the industry coming together and working together,’ she adds.
Prerana Thadnis, advisor team manager and design specialist at Business Link for London who co-funded the project, says, ‘We had a brainstorming session about the values and purpose of the alliance and [came up with] a focus on innovation and forward thinking in what is a conservative industry. The new identity had to reflect this fresh and forward-thinking approach.’
The work was designed by Theresa Seaber and Sarah Kralj. Aargentum was appointed without a pitch earlier this year.