VR GROUP by Design Bridge Limited for FINNISH RAILWAY

VR GROUP

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Industry Railways, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Design Bridge Limited
Creative Director Claire Parker
Designer Olof Ten Hoom
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: FINNISH RAILWAY
Product/Service: FINNISH RAILWAY
Agency: DESIGN BRIDGE
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: DESIGN BRIDGE, London, UNITED KINGDOM
Entry URL: http://www.vr.fi
Creative Director: Claire Parker (Design Bridge)
Designer: Olof Ten Hoom (Design Bridge)
Client Manager: Tessa Warfvinge (Design Bridge)
Media placement: Train - Trains - February 2010

Describe the challenges and key objectives
This clearly defined strategy provided the insight to create a powerful concept for new liveries to truly express the brands vision and mission. In an area where liveries are often limited to dynamic lines and block colour we felt that the trains were in fact the brands most visible touchpoint, their main identity carrier and the perfect canvas to communicate the brand. ‘Getting there together’ could be brought to life in an emotive way that would engage with both the Finnish people as well as internally within VR.

Describe the brief from the client
VR Group is a broad-based Finnish transport company, with freight and public transport customers. Following a recent rebranding and repositioning exercise, VR had defined themselves as a greener company. The purpose of the new slogan ‘Getting there together’ stressing that VR is travelling together with its customers towards a Finland with lower emissions, working in cooperation with the Finnish Association for Nature Conservation sponsoring landscape restoration projects.

Describe how you arrived at the final design
The result is liveries that take the viewer along on a journey of discovery through the Finnish landscapes and changing seasons. Each illustration crafted by Finnish illustrator Kustaa Saksi, using distinctive forms drawn from VR's identity making the images both unique and quintessentially Finnish. The Finnish landscape is heralded alongside the animals that inhabit and are used to depict the types and purpose of different carriages. To bring even more life to the scenes, light reflective material was used to capture elements of the images on the trains as it passes through a station at night!

Give some indication of how successful the outcome was in the market
Finnish transport company, VR Group, has launched new livery recently which will be rolled out throughout the entire fleet. To date we have done, restaurant cars, sleeper carriages, engines/locomotive, normal inter city commuter trains and pendolino high speed trains. Testimonials from staff and a customer Tuomas Askolin, senior mechanic Oy VR-Rata Ab, Kouvola - I think the new green image is a wonderful direction. It shows our competitors and customers that VR is really concerned about its impact on the environment and taking care of its contribution to a better future for the Finnish landscape . We are not using dangerous chemicals and truly consider nature and our impact on it. VR customers Anna-Maija and Anni Karppinen, Tampere “I think the green landscapes suits VR very well, it supports the green values of rail travel and its reduced impact on the environment. .