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ÖBB Infra

Austria’s most eco-friendly infrastructure operator

ÖBB-Infrastruktur is the competent partner for the entire range of the ÖBB railway infrastructure: its responsibilities include safe and reliable railway operation, customer-oriented track and station management along the ÖBB rail network, and forward-looking infrastructure planning, construction and financing.

We developed the brand strategy and presence of “railpower” – product brand of ÖBB-Infrastruktur AG’s business area “Railway Systems – Energy Management” (formerly “Energy”) – and have been supervising all important communication measures since 2012.

Brand Strategy

Brand Strategy

The Power of Clear Energy

In mid-2012, the product line “Green Traction Power” with its two electricity tariffs had already been offered for three years. In close cooperation with our client, we further defined its positioning to expand both its national and international shares as the market leader in traction power. The innovative brand presence and new communication tools perfectly support the new brand strategy.

We organized workshops to conceive the product and service strategy for the business area. The existing portfolio was analyzed, assessed and expanded, while the detailed needs of customers were collected. In consequence, we developed the naming of the product brand “railpower” that clearly communicates and differentiates between tariffs and services based on brand additions such as “box”, “site”, “europe” or “zero”.

The product brand’s strategy falls into line with the corporate identity of ÖBB and complements both its brand values and aspects of sustainability. After all, “railpower” is not only as provider of clear and up to 100% CO2-free railway and three-phase products but also offers an extensive portfolio as a competent energy service provider: the railpower box is an energy metering system for with cross-border railway traffic tracking the energy consumption on European railway corridors. The billing software railpower client complements this system. We also developed the product promise “The Power of Clear Energy” to concisely summarize the benefits of the entire portfolio.

Brand Communication

Brand Communication

Sustainable presence

In the course of the trade fair “transport logistic”, the brand “railpower” 2013 was presented to the trade audience. We interpreted the brand elements of ÖBB for the space of the exhibition stand: we integrated natural surfaces like wood to reflect the aspect of sustainability and draw an analogy to the ÖBB customer forest and other reforestation programs – CO2 compensation projects for the tariff railpower zero.

Spirit Design developed all the trade fair walls and panels as well as the preparation of the entire marketing material for product communication: the image brochure for railpower, product brochures for railpower box and railpower zero, presentation material, and the flyer for the presentation ceremony of the product brand at the exhibition stand.

Die Welt von railpower:
Innovativ, dynamic and likeable

The logo of the product brand “railpower” picks up on the ÖBB railjet design language and develops its own dynamic and independent visual style in line with the ÖBB color world.

Furthermore, we added infographics and pictograms to the new visual style: in their specially developed isometric style, they present complex processes in an extremely attractive way and animate the spectacular world of railpower. We illustrated more than 45 elements just for the infographics, each of which is highly complex with over 7,000 points. In total, more than 80 pictograms we developed are currently in use.

Digital Brand Experience

Digital Brand Experience

Interactive information portal

Aside from the trade fair panels, the specially developed graphical user interface took center stage at the exhibition stand for InnoTrans 2014. Based on its two main menu items “clear energy” and “railpower solutions”, the user interface is an interactive and playful tool to make the service portfolio come alive. In the “clear energy” section, the world of railpower is built up in a step-by-step infographic. It provides information on the energy types, their generation and green products. “railpower solutions” visualizes all the products, tariffs and services in the power circle. Moreover, the user interface offers not only a link for a live test of the software portfolio right at the exhibition stand but also videos with detailed information on the business area.

Appealing web presence

In late 2014, we revised and edited the design of “railpower client”, the software that tracks and documents railway energy consumption. In this context, we used clear pictograms to implement the menu and redesigned both graphics and input forms. More than 30 icons complement the factual and informative visualization.