Engineering a new brand for a long-time industry leader
TrinityRail is the largest provider of railcar products and services in North America with a history steeped in quality and innovation. Although they’ve long been considered the premier manufacturer of railcars across the continent, the marketing team was committed to better educating customers about their “integrated platform.” This includes full-service offerings such as leasing, maintenance, aftermarket parts and an industry-leading field support team. Unfortunately, their brand and the existing marketing materials that went with it told a different story. At the beginning of 2018 Spire was hired to elevate the TrinityRail brand to its rightful place as an industry leader.
Putting a new brand in motion
The “Built to Deliver” brand makeover maintained the strength of their manufacturing history while expanding the idea of “delivering” across the ever-evolving railcar platform. A complete, updated look among all internal and external touchpoints refreshed the brand and gave it a modern-day relevance.
Today, Spire has been closely involved in the majority of branding and marketing initiatives at the corporate level, employee level, and with specific products and services.
Delivering goods for the good of all
Throughout the pandemic, rail was the unsung hero in keeping the supply chain moving. Despite shutdowns and uncertainties in supply, TrinityRail continued to connect companies with customers, and people with products. Spire created a brand promise that reinforced how TrinityRail delivers the goods that keep our lives, and our economy, moving.
Putting the c-suite on the fast track
Launched during World Creativity and Innovation Week, Spire’s “Innovative Solutions” campaign was developed to show CEOs, CFOs and COOs that TrinityRail wasn’t just in the rail business, but the problem-solving business. And that rail was the fiscal, logistical and sustainable answer for their supply chain needs.
Spire has introduced countless new products and services for TrinityRail, including the new Hourglass™ autorack. A sleek direct mail piece containing a magnetic hourglass symbolized the railcar's design that allowed for more side-to-side room and easier loading with less potential damage to cars.
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.
