Project Summary:

I had the exciting opportunity to lead the creative direction for Brightline's new commuter rail line, COASTLINE, as they prepared to submit a Request for Information (RFI) in partnership with Miami-Dade County. This service is designed to operate under Brightline's brand and standards, with Tri-Rail managing operations as a subcontractor. While still in the conceptual phase, my objective was to develop a brand identity and visual assets that are distinct yet harmoniously aligned with the Brightline family.

Brand Positioning:

I envisioned COASTLINE as a "cousin" brand to Brightline, allowing for creative flexibility in colors, fonts, and visual identity while maintaining a connection to Brightline’s premium quality and service.

Scope of Work & Deliverables:

• Logo Development: I crafted a logo that resonates with Brightline’s standards while establishing a unique identity for COASTLINE.

• Color Palette and Brand Identity: I developed a cohesive color palette and brand identity that reflect COASTLINE's distinct yet connected positioning within the Brightline family.

• Station and Train Rendering: I created realistic renderings featuring Siemens Charger locomotives and Bombardier BiLevel coaches with COASTLINE branding. These were digitally overlaid on images of MiamiCentral or Brightline Aventura Station to provide a compelling visual representation.

Purpose & Timeline:

These deliverables were designed for illustrative and sales purposes, supporting the RFI submission and advocacy with stakeholders during commission votes. While not final, they offer a close approximation of COASTLINE’s market appearance, highlighting its potential impact and seamless alignment with Brightline's renowned brand ethos.

Role:

Creative Director and Brand Designer, where I:

1. Developed the Brand Identity: Crafted a distinctive brand identity for COASTLINE that aligned with Brightline's standards while maintaining its unique position as a "cousin" brand.

2. Designed the Logo and Visual Assets: Created the logo and developed secondary color palettes, ensuring a cohesive and impactful visual identity.

3. Led Creative Vision: Guided the aesthetic direction, ensuring that all design elements were aligned with the brand's strategic goals.

4. Executed Key Designs: Designed realistic renderings of stations and trains featuring COASTLINE branding, providing compelling visual representations for stakeholders.

My role involved both high-level strategic planning and detailed design execution to bring the brand vision to life.