announcement

Brightline


Today All Aboard Florida announced Brightline, an express train travel service that will take passengers along a 235-mile route with stops in Miami, Fort Lauderdale, West Palm Beach and Orlando. The new train fleet will not only connect these key cities, it will also connect people, communities, and cultures.

We’re thrilled to be designing the new passenger train experience from the rail up. Our LAB at Rockwell Group conducted months of extensive ethnographic research to conceive the Brightline name, brand platform, identity, and groundbreaking travel concept. With this bedrock of research and branding in hand, All Aboard Florida asked the LAB to design Brightline’s trains, inside and out. A team of Rockwell Group architects and interior designers followed suit with an interior design concept for all four rail stations.

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