The Opportunity
One Rail Australia Pty Ltd (formerly Genesee & Wyoming Australia) is one of the largest and most reliable rail freight service providers in the country.
Specialising in intermodal transport, coal haulage, bulk and rail infrastructure and access, the company is powered by more than 600 staff. They manage 3,200 kilometres of track, including the Tarcoola-to-Darwin rail line, 108 locomotives and 2,400 wagons, hauling up to 55 million tonnes of freight each year.
Following a recent acquisition, Australian operations were no longer part of the US based Genesee & Wyoming group and required a new name and identity. It needed to reflect the one team culture and their longstanding commitment to Australia.
Our Approach
After developing a new name for the organisation – One Rail Australia – we developed their brand positioning and identity and rolled this out across the business over a four-month period.
As per the brief we ensured this:
- Differentiated them from their competitors
- Was versatile and had longevity
- Reflected the company’s personality, culture and values
- Was unique, authentic, memorable and Australian
- Communicated growth, strength and progressiveness, but also business as usual
- Retained the brand colours
The elements included:
- Brand strategy
- Stakeholder communications strategy
- Name and identity development
- Interim website (full website currently under development)
- Values review and development and iconography
- Corporate, property, vehicle and rollingstock signage
- Collateral design and development
- Corporate stationery and templates
- Uniforms and merchandise
The symbol within the brand mark is made up of meaningful elements of ‘1’, R for Rail and A for Australia. The 1 symbol is the focus, depicting one wholly Australian company, a one-stop-shop for services and customer needs, one team and number one in safety.
The Outcome
Within a short space of time, we delivered a new name and identity that successfully met the client’s objectives and support the organisation’s broader transformation for future sustainability.
One Rail Australia now has a clear and consistent brand identity and systems, with the tools to be able to maintain the professional standard when dealing with long-standing customers and other key stakeholders.
We continue to support One Rail Australia in its marketing communications needs.
