Intro
Despite 96% supporting investment in passenger rail, the U.S. train system remains underdeveloped. Amtrak, once a breakthrough in passenger transport in the 1970s, is now viewed as outdated due to challenges like track-sharing conflicts, aging infrastructure, and a cultural preference for personal vehicles rooted in American individualism.
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Problem
How can we bring America back onboard?
America was once at the forefront of rail transport, transforming the nation's and physical landscape by overcoming distance barriers that divided it.
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How can Amtrak reinvigorate train travel with young audiences to grow ridership in areas with sub-optimal passenger train infrastructure and re-ignite a new era of train travel in the U.S.?
1971-2000
2000-2025
PROPOSED 2025
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VISUAL SYSTEM
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Amtrak Archives Series
A living archive of culture, design, and innovation, forged by the rails that united a nation.
Instagram series highlighting the Creative gold-mine surrounding America’s railroad, both then and now.
Objective
Trains can be both the way of the future, and the ways of the past. Re-ignite the allure of traveling by train by linking Amtrak ridership with Gen-Z’s nostalgia for tangible, analog experiences that satisfy their yearning for the ‘better days’ of the simpler past they’ve never experienced.
Response
Revive the optimism of early 1970s Amtrak by returning to its original branding, featuring the iconic 'pointless arrow' logo. The Swiss-inspired simplicity of the design feels inherently modern while capturing the spirit of an era driven by enthusiasm for rail travel.
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Deep dives into Amtrak’s current U.S. audience informed a diversified strategy aimed at authentically engaging each segment while enhancing their connection to the brand.
Mobile Videos
Amtrak is building on the momentum of its design eras with a new series of YouTube Shorts and Instagram Reels. These videos are crafted to reach audiences beyond Amtrak’s usual campaigns. The information-first approach is both engaging and optimized for algorithms, making it an effective way to connect with Gen Z—especially since they may not have other organic touchpoints with the brand.
Members of Gen Z are more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet. They are also digital natives who have little or no memory of the world as it existed before smartphones.
Gen Z are more likely than older generations to look to government to solve problems, rather than businesses and individuals.
Gen Z is the first generation to be truly global. Music, movies and celebrities are more global for them than they have been for previous generations.
How can we get Gen-Z hopeful for the future of U.S. passenger trains?
Audience Truth
Appealing to Gen Z is essential for business. This demographic is excited about railway infrastructure, as well as finding more sustainable transportation to combat the climate crisis.
This generation pushes connection more than any. This need for exploration and connection is seen in their social media interactions, brand alliances, and cultural transience.
Brand Truth
Amtrak reached record-high rider growth in FY24. Additionally, the new Acela high-speed train is coming in Spring 2025. Despite this optimism, Amtrak is drastically less developed and used in the U.S. compared to other developed countries, despite having the largest railway network in the world.
Moment's Truth
An estimated 89% of the US population is expected to live in cities by 2050. Gen Z is tired of antiquated transportation options harming the earth and growing vehicle costs, especially in cities.
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They are frustrated that the U.S. is so behind in transportation architecture, and eager to support progressive, equitable, and sustainable alternatives.
Audience Analysis
Loyalists
This predominantly male group is made up of history buffs who closely follow Amtrak’s news releases, phasing, and overall company movement. They may take trains for transportation reasons, but they are more likely to find scenarios in which they can take trains alone or with their loved ones to share their joy and fascination with them.
This audience is important to respect and acknowledge in design thinking because they are a core part of the train culture in the U.S.A, and are rooting for Amtrak’s success already.
This TA will recognize historic easter eggs, throwback designs, and campaign copy.
Commuters
These passengers are predominantly in the Northeast, taking the North East Corridor Amtrak route. They are hopeful about expanding train infrastructure but are most committed to the ease and reliability of Amtrak’s routes to commute to their desired destinations. These riders are open to other emerging private lines that have more modern equipment and tech integration.
Keeping this audience using Amtrak is KEY because these NorthEast routes are one of the few places Amtrak makes money from ticket sales.
This TA doesn’t want any interruptions in their routine that will take any extra effort in their daily commute. They value being able to work while commuting, so having tech friendly accessibility features and fast wifi is key.
Newbs
They may have taken a train ride before, but most in this audience still rely heavily on car transportation in their everyday lives. This TA is generally younger, and may live in cities where rail transport is possible or already established for in-city transport (think MARTA). Those who live inside cities may opt for their personal vehicle over public transport if available, but only because the deem the system available as inadequate or inconvenient.
This audience enjoys the IDEA of modern inter-city trains development to connect communities and benefit the environment through decreasing the total number of cars on the roads.
This TA is unfamiliar with train travel specifics, and would benefit from seeing familiar influencers taking and sharing Amtrak train content.
Credits
Made under Erin Flaherty - Designing the Brand SCAD
Made with Kate Nations