Amtrak’s New Ways of Working
In 2021, Amtrak asked Paper Robot to create internal presentations outlining their plan for hybrid work, New Ways of Working. This brand-new initiative was very important for the company, and they trusted us to convey its many details in a clear, engaging manner that was also mindful of the unprecedented times brought about by the COVID-19 pandemic. Paper Robot produced two presentations—one for employees and one for managers—and both were well received by stakeholders and rolled out company-wide.
Services
Creative Direction
Graphic Design
Creative Services
Layout
Copywriting
What we did for Amtrak’s NWOW Campaign
Campaign Naming
Working closely with Amtrak’s HR team, Paper Robot developed a name for their post-Covid return-to-work campaign that would reflect flexibility, collaboration, and a shift in workplace culture. Drawing from employee feedback, evolving workplace norms, and the company’s vision for the future, the team explored language that felt optimistic and reassuring. The final name, New Ways of Working, was chosen for its clarity and forward-looking tone, capturing Amtrak’s commitment to adaptability and a refreshed approach to how and where work happens.
Engaging Design and Illustration
Paper Robot’s creative director transformed a content outline into a colorful, engaging presentation that conveyed the New Ways of Working initiative’s specifics and action items in a clear, easy-to-understand manner. A big part of the process involved using illustration to add visual interest and foster engagement. Our creative director selected quality stock graphics and modified them to create bespoke illustrations that aligned with Amtrak’s brand aesthetic and better-reflected their diverse workforce. When suitable stock illustrations couldn’t be found, our creative director made illustrations from scratch to form a full suite.
Clear, Considerate Communication
Paper Robot’s copywriter wrote and edited the presentations’ content in keeping with Amtrak’s friendly voice, working closely with our CD to ensure overall clarity and cohesion in the flow of information. We also kept Amtrak’s amazing employees top of mind at all times to ensure messaging was empathetic and understanding of the fact that each employee’s pandemic experience was different.
A Living Document
As post-Covid guidelines continued to evolve, Paper Robot worked closely with Amtrak to adapt their workplace manual in real time—ensuring it stayed relevant, practical, and aligned with changing health and corporate protocols. The manual was updated regularly to reflect both policy changes and the growing confidence of a workforce navigating new ways of working.
