VIA
Campaign
Created as mock campaign for VIA Rail, the project aims to encourage new riders, make the journey feel modern, welcoming, and memorable and to highlight the benefits of train travel. Building upon current VIA brand guidelines, the campaign reimagines what the customer journey could be when travelling with VIA from the moment they arrive to the station, to their time on the train, to arriving at their final destination.
Client
This project as created through the RGD Mentorship Program as group project including Madeline Belford, Leen Bakri and Kexin Zhang (Design Manager) with Raymond Cheah (RGD) serving as the design mentor.
Year
2025
Design Challenge
How can design be used to encourage new passengers to pick VIA while also updating the travel experience to feel more modern, welcoming and modern while highlighting the benefits of rail travel.
The Answer? A marketing campaign that focuses on both environmental elements and travel journey enhancements.
Approach Focuses
Strengthening VIA's brand persona
across all elements
VIA’s current brand voice is polished and professional, but could be extended to include more friendly touches. Introducing notes of whimsy through designs and language can help bring a greater sense of reliability to the brand persona.
Elevating micro experiences to
curate the journey
Positioning the station as a part of
the destination
Trips don’t start when travellers reach their destination, the trip starts as soon as travel does. VIA’s current approach to placemaking in stations lacks cohesion and clear brand tie ins. A strongly branded station can leave a strong first impression on travellers.A trip is more than just getting on and off a train. How easy was it to navigate the station? Was the lounge comfortable? How difficult was locating the baggage counter at the destination? Are their brand activations or merch? Focusing in on small details can make the big picture pop.
Making a Strong First Impression
The information desk is updated with fresh graphics and vinyl elements that wrap on around the entire booth. The twisting paths change colour for each booth, helping with further distinction of space. The graphic on the side displays people and icons from across Canada, with the CN tower looming behind. The graphic is framed by art deco inspired line work to create a show-stopping visual.
Main Focus:
Main Hall
All passengers will pass through the main hall as they enter the station, board trains and navigate to the luggage counter. Union station is shared with other transit agencies and adding strong VIA branding to the space helps passengers to know at a glance where they are. Bright VIA yellow was added to the ceiling to guide the viewer’s eye throughout the space and towards the photo wall at the back. Screen were added to the front of the space to inject more opportunity to share information and VIA messaging.
