Harrison Park
Extended Practice
OUGD603
01/05
EnkelTrak
Enkeltrak
Enkeltrak
Enkeltrak
Background
Brief
You are creating new brands, not redoing existing ones. Your brand idea should also be independent to product and technology. The things it will stand for should be as relevant today as they are in twenty years time. No lab meat, no flying hotels, no androids, no hover cars.
Brands are an opportunity to make our lives better. They can turn the everyday and mundane into wonderful experiences. They can raise our awareness of things we didn’t care about before. They can change our behavior and inspire us to look the world differently. Brands shouldn’t exist just to sell us more stuff. They need to do better. They need to care about us and the society we live in. We want you to rethink the brands of today to make them better. You have been given a specific theme – you need to create a brand for it. Ask how it can be better. How do you feel about your theme? Here’s your opportunity to do something about it. There is no one simple rule for creating a brand, but here is a useful structure which might help you plot your thoughts:
Target Audience Intercity Rail Users Commuters
Mandatory Requirements Build a brand identity/System Train livery Promotional posters Branding pitch
– Define – Create – Build
Harrison Park
02
Extended Practice
Reference
OUGD603
EnkelTrak
Existing Train Branding A lot of train operators keep their branding to a minimal level as it is their customer service and user experience that defines the brand. Although they focus on building an experience for commuters in comfort, style or speed they still need a recognisable logo mark that customers relate to and instantly recognise. British Rails logo has stood the test of time and not aged or dated over the course of many decades and is still recognised by the public nationwide as a trustworthy and respectable rail operator.
02/05
Harrison Park
Extended Practice
OUGD603
EnkelTrak
Enkelcomfort Enkelspeed Enkelcost 03
EnkelTrak
Concept
Brand Story
Through stripping rail travel back to it’s core, it has become apparent nobody focuses on the basics; speed, comfort and cost. They focus on one specific feature and push for that.
By addressing all three of the basics; comfort, speed & cost in moderation, Enkeltrak fills a much needed gap in the market for a functional, honest train operator.
Operating as an intercity train operator, Enkeltrak commits itself to functionality and simplicity as the integral values that keep the wheels in motion.
Enkeltrak doesn’t claim to get you from A-B the fastest, the comfiest or the cheapest. Enkeltrak focuses on enhancing the passengers experience, creating a stress/hassle free journey.
03/05
Harrison Park
Extended Practice
OUGD603
EnkelTrak
Enkeloff Enkelon 04
Application
The Enkel System
Being an intercity train operator means Enkeltrak connects major cities, passing through intermediate stations and stopping at the much larger platforms.
The train has an ‘off’ stop that allows passengers to depart the train without an oncoming group of people pushing and squeezing past to gain access.
What this enables them to do is run a system that makes accessing and departing carriages a whole lot simpler and stress free, they call it the ‘Enkel System’.
The train then crawls 20 meters up the platform to allow access to boarding passengers. This is proven to cause less stress and aggravation resulting in a much pleasant start and finish to a journey.
04/05
Harrison Park
05
Extended Practice
Application
OUGD603
EnkelTrak
Enkel Solution
24% of morning peak trains are over capacity and in total 60% had passengers standing.
Enkel knows that people like to get work done on trains, however only a small minority gain access to table seating.
Jeff commutes to London every single day for work making him one of 545,000 passengers that travels into London via rail every morning.
To utilise space in the carriages, Enkel eradicate table seating, freeing up space for an extra 8 people seating per carriage. This might not sound a lot, but it sure makes a difference.
This large number of commuters results in over crowded train journeys meaning Jeff is often one of the 120,000 that make the journey standing.
05/05