German Railway

Making technology tangible

Rail is the backbone of modern transportation. But how can a vision that consists primarily of invisible technologies be communicated? Our goal: to present the digital future of rail in a tangible, tangible, and inspiring way.

Strategy & Conception

Visualizing future scenarios: We developed storyboards that show how trains drive autonomously, real-time data minimizes delays, and AI optimizes energy consumption.

Imagery and color scheme: Soft blue and green tones symbolize technology and sustainability. Dynamic lines and motion graphics represent speed and connectivity. A clear typeface creates modernity and legibility.

Animated film: Together with Deutsche Bahn, we created a three-minute animated film explaining the interplay of artificial intelligence, sensor technology, and cloud technology. This complex innovation is made accessible through easy-to-understand scenes.

Employer Branding: To attract talented individuals to digital transformation, we conducted interviews with employees working on digital rail. They explain how they are using new technologies to make rail travel smarter.

Result & Effect

The new visual identity conveys the vision of Digital Rail across all channels—presentations, websites, and recruiting fairs. Audiences and employees better understand how technology improves rail travel. The emotive images inspire pride in this progressive project and strengthen Deutsche Bahn's perception as an innovator.