Amtrak’s Ready to Build Campaign
Amtrak tapped Paper Robot for the creative direction of their Ready to Build (RTB) campaign, which focused on critical infrastructure investments, particularly along the busy Northeast Corridor (NEC). RTB showcased five critical investments vital to the realization of the passenger rail system, as well as a NEC-wide campaign overview.
Services
Logo & Identity
Creative Direction
Graphic Design
Product Design
What we did for Amtrak’s RTB Campaign
Bold Identity, Cross-channel Implementation
Beginning with the project identity—a simple and bold type treatment where the lines around the word “TO” subtly reference tracks, or a train in a tunnel—Paper Robot designed a suite of Fact Sheets highlighting the five primary RTB projects. This included creating a color-coded identification system for the projects that was carried on to the RTB website, which Amtrak produced internally following Paper Robot’s creative direction. Assigning each project a color allowed us to clearly differentiate them on the custom map we drew for RTB, which also included labels for other project along the corridor.
Additionally on the website, Amtrak produced videos for each project, tied together in the closing credits by the RTB identity. Paper Robot also designed custom USB drives on to which all the Fact Sheets were loaded for local government and media.
