TrinityRail is the largest provider of railcar products and services in North America with a history steeped in quality and innovation. Although they’ve been known as one of the premier partners in railcar manufacturing, leasing, field support, aftermarket parts and more, their marketing materials told a different story.
Spire was hired at the beginning of 2018 to get things back on…well, to help elevate the TrinityRail brand.
Things began with the refresh of the brand with its brand standards. Subtle yet much-needed refinements were made to the TrinityRail logo, fonts were added to the family, the color palette found its identity, and an emphasis on high quality photography was put in place.
Work also quickly began on a brand-new custom website, taking its direction from the all-new brand standards. The old TrinityRail website had been originally created 16 years prior, so a major overhaul was what the brand doctors ordered. After its launch in the spring of 2019, the website immediately saw a 400% increase in traffic.
Refreshed brochures, product profiles, sales presentations, print ads, presentation folders and many other pieces of marketing and sales collateral all came next. Trade shows in Minneapolis, Orlando, Chicago, Amelia Island, Houston, and even Dubai were updated to match the new look and feel of the brand, with many more on the way.
As TrinityRail continued to release new railcar products to the market, they approached Spire with the opportunity of assisting in select brand launches. One in particular stood out. The new Hourglass™ autoracks offered more side-to-side room for auto loaders to get cars in and out of the railcar with less potential damage. Spire developed a sleek direct mail piece containing a magnetic Hourglass, spouting the benefits of the new Hourglass™ and highlighting its innovative curvature.
One recipient said the Hourglass™ was “the neatest product launch gift I’ve ever seen.”
With things moving along nicely on the main TrinityRail brand, Spire began supporting the TrinityRail Parts team on a new massive parts catalog, as well as other brochures and supporting pieces.
Spire Agency continues to be a proud partner of TrinityRail as they move onto new projects, new markets, and new brand initiatives.