Brightline
Transportation
How can a train deliver door-to-door service?
Brightline whisks passengers along a 235-mile route with stops in Miami, Fort Lauderdale, West Palm Beach, and Orlando. The high-speed train not only connects these key cities, it also connects people, communities, and cultures. The LAB at Rockwell Group conducted months of research to develop the travel concept that underpins the service, and conceived the Brightline name, brand platform, and visual identity. Rockwell Group architects and designers followed with a design concept for all four stations.
- Client
- Brightline Trains Florida LLC
- Project Category
- Transportation
The Lab conducted targeted and observational research on the road and rails and in the air. The result is an entirely new travel experience, offering the most reliable Wi-Fi, delicious food, clean accommodations, and immersive entertainment.
Brightline's cheerful, approachable identity is a window into its ethos, which extends to the train exteriors and cabins and the seamless travel experience, from departure to arrival.
Florida's welcoming spirit is reflected through fresh and playful graphics. Each of the five aerodynamic trains in the fleet is a different color, adding an element of surprise on the platform.
