AusRail Plus

Largest rail event in Asia-Pacific region

client

Australasian Railway Association

Industry

Rail sector

Services

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AusRAIL Plus is the largest rail event in the Asia-Pacific region, attracting over 3,000 industry professionals from Australia and New Zealand. The event serves as a prime platform for showcasing innovation, networking with leaders, and strengthening brand positions in the rail sector.

Challenge / Transformation

The 2022 AusRAIL Plus event was scheduled as pandemic restrictions were lifting, requiring a hybrid format and adherence to health protocols, including mask provision. Stakeholders felt that the existing branding lacked the energy needed to invigorate the event after a prolonged period of lockdowns. This presented an opportunity to refresh the brand identity to introduce a livelier atmosphere while maintaining the professionalism expected by industry leaders.

Solution

A modular design approach was developed, drawing inspiration from the highly coordinated and intricate nature of the rail industry. The identity featured playful iconography built from components of the logo, reflecting the precision and modularity of rail systems while introducing a sense of energy and engagement. The visual system extended to all event collateral, including creatively designed masks that incorporated elements of the logo to lighten the mood and foster an approachable atmosphere. This direction provided a strong foundation for a refreshed event experience, poised to reconnect attendees while maintaining a sense of structure.

Value Delivered

The refreshed visual identity was designed to bring both energy and cohesion to the event. The playful modular system resonated with stakeholders and attendees alike, offering a vibrant and engaging experience while adhering to the formal expectations of the rail industry. The design laid the groundwork for a memorable hybrid event, ready to bridge the gap between pandemic-era restrictions and a renewed sense of connection within the rail community.