This project saw the revitalization of Amtrak for the modern era through a refreshed brand voice and tone, a redesigned mobile app, a dynamic motion graphic advertisement, updated printed schedules, and a cohesive billboard campaign showcasing the new experience.

The project progressed through several stages, including research, prototyping, interviews, experimentation, mockups, and storyboarding, to achieve the desired outcome. Throughout the process, I established a renewed vision for Amtrak—one that appeals to travelers regardless of age. Accessibility was a key focus for the app and schedule design, ensuring users can easily find information without confusion or friction within the interface.

Through this redesigned approach to their strategy, Amtrak transitions from a legacy transportation provider to a modern, user-centered brand. This evolution reflects Amtrak’s broader commitment to innovation—embracing advancements like the new Next-Gen Acela trains and digital technologies that redefine the passenger experience. Ultimately, this redesign not only modernizes Amtrak’s image but also strengthens its position in today’s fast-evolving travel landscape.