Pullman_Rebranding_visual strategy guide

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PULLMAN

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PULLMAN

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01 Visual Strategy Guide Jiajun (Sally) Huang

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Chapter 1

// Brand History

TABLE OF CONTENTS

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Brand History 1.1 Brand Overview

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1.2 History Timeline

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1.3 The Brand Soul

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Renewed Vision 2.1 Rebranding Objective

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2.2 Rebranding Mission Statement

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2.3 Visual Brand Grid

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Audience & Competitors 3.1 Audience Profiles

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3.2 Outlier Profiles

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3.3 Current Competitors

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3.4 Adjacent Competitors

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3.5 Future Competitors

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PULLMAN

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Brand History 1.1 Brand Overview 1.2 History Timeline 1.3 The Brand Soul

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Pullman created comfortable train cars and packaged them with necessary services.

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The Brand Overview Pullman was a company with vast market potential for comfortable, clean, efficient passenger service. The Pullman Car Company, founded by George Pullman, manufactured railroad cars in the mid-to-late 19th century through the early decades of the 20th century, during the boom of railroads in the United States. Its workers initially lived in a planned worker community (or “company town�) named Pullman. Pullman developed the sleeping car, which carried his name into the 1980s. Pullman did not just manufacture the cars: he also operated them on most of the railroads in the United States, paying railroad companies to couple the cars to trains.

In 1836, the Cumberland Valley Railroad put into service a bunk car it christened the Chambersburg. This car, with its permanent bunks on three levels, was imitated by a number of railroads. In 1838, the Philadelphia, Wilmington & Baltimore Railroad put into services the first cars with convertible seats for both day and nighttime use.

In 1856, Theodore T. Woodruff conceived and patented the first true sleeping car with seats that converted into bunks. The Wason Car Company built a prototype in 1857 that was run on several railroads. By the fall of 1858 Woodruff had 21 cars in service. But none of these cars were known for comfort.

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Abraham Lincoln and the Pioneer After President Abraham Lincoln was assassinated in April, 1865, his body was transported by the so-called Lonesome Train to Springfield for burial. From Washington, the funeral train bearing his body started west by slow stages. Across the country, mourners lined the tracks. By the time the cortege reached Chicago, Mrs. Lincoln collapsed. When arrangements had to be made for her return directly to Springfield, Pullman made his new Pioneer sleeper available. Pullman, a genius for public relations and a shrewd and intrepid businessman, so intrigued Andrew Carnegie that he became Pullman’s largest investor.

The Pioneer was the first, truly grand car that Pullman created. It was built in 1865 in the Chicago and Alton Rail Road Shed on the site of what is now Union Station in the Loop. It was the ultimate in sleeping cars with red carpeting, hand-finished woodwork, and silver-trimmed coal lamps. Cast iron wheel trucks topped with coil springs and rubber blocks provided a more comfortable ride. At $20,000, the cost of producing the Pioneer was extremely high. Pullman was sure people would pay for this comfort. The Pioneer was, indeed, luxury personified, but its height and width prohibited its use on existing track. When President Lincoln died, Colonel James H. Bowen, chairman of the Republican State Central Committee chose the Pioneer as a fitting part of the funeral cortege to accommodate the Lincoln family. Platforms and trestles were altered to accommodate the larger Pullman car, and thousands of people viewed the car as it made its way from Chicago to Springfield. This was a tremendous publicity boon for Pullman’s company. The timing of its construction couldn’t have been more fortuitous.

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PULLMAN

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History Timeline of Pullman Important Events In Pullman’s History

1931 The Pullman Co. built its last standard sleeping car in February.

1836 The Cumberland Valley Railroad put into service a bunk car it christened the Chambersburg.

1862 The Central Transportation Co. was formed as a consolidation between Woodruff and E.C. Knight.

1856 The R.T. Woodruff Co. was formed. Silver Palace Cars were introduced.

1910 In the Chicago area one of the last major Pullman construction projects started in 1910 with the building of the 103rd Street freight car shops.

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1956 Pullman-Standard built its last sleeping car in 1956

1943 The inactive Pullman-Standard Car Export Corp.

1996 Tenneco of Greenwich, CT completed buyout of Pullman Co. for $300 million in a move that increases Tenneco’s stake in the auto parts industry.

1954 Pullman-Standard Car Manufacturing Co. sold on May 24th.

1981 In May of 1981 Amtrak sleeping car No. 32009, the George M. Pullman, was on exhibit for members of the community.

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The Brand Soul

Pullman gives people a warm feeling of home.

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Chapter 1

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// Brand History


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Renewed Vision 2.1 Rebranding Objective 2.2 Rebranding Mission Statement 2.3 Visual Brand Grid

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// Renewed Vision


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Rebranding Objective

Pullman offers the opportunity to be with your loved ones from anywhere around the world by providing services and products that bring you home wherever you are.

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Mission Statement

No matter where you are, Pullman will provide services to give you a familiar and comfortable feeling of home.

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Visual Brand Grid Before // Traditional, Physical Traveling

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New Visual Direction After // Progressive, Emotional, Feeling of Home

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Audience & Competitors 3.1 Audience Profiles 3.2 Outlier Profiles 3.3 Current Competitors 3.4 Adjacent Competitors 3.5 Future Competitors

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Audience Profiles The target audience is people who are away from home and cannot return there immediately. They want to have services that gives them a familiar and warm feeling of home, wherever they are.

Technophile Andy Carter 28 years old Programmer

He likes new technology and he often buys the newest electronic products. He often goes to high-tech blogs and talks with other people. He likes watching Discovery channel when he is free. He misses his family because he can’t go back to home too often. He works in Silicon Valley, but his hometown is in Florida. He wants to travel around the world, but he doesn’t have much time. He has a lot of pressure during the weekdays, so he often wants to relax on weekends.

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Introvert Eri Kazuko 23 years old International student

She is an international student from Japan. She has been in America three years, and she misses her hometown very much. She likes watching the travel channel when she is free. She doesn’t have too much money to take a long trip because she doesn’t want to spend her parents’ money. She doesn’t often express her feelings, but she keeps everything in her heart. She likes online shopping and orders food from Blue Apron and make it herself. She likes Japanese food because it gives her a feeling of home.

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Lively Retiree Emily McKenzie 67 years old Retired

She has already been retired two years and sometimes she feels bored. She is very lively and has a young soul, but her children think she is not young. She wants to make more friends because she hopes she can have fun together with them. She likes organic food and keeps herself healthy. She wants to travel around the world, but she doesn’t have much money. She has a lot of time to do things that she likes, such as walking. She often recalls old memories and thinks about when she was young.

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Indoorsy Jade Cassidy 22 years old College student

She wants to travel but she is too lazy to plan the schedule and book flights. She likes reading romantic novels at home. She has a long distance relationship with her boyfriend. She often uses skype and talks with her boyfriend. This makes her think they don’t live too far apart. She likes talking with her mother and often video chats with her. She has many kinds of Apps about food delivery, so she can order anything she wants. She likes to buy new electronics because she has more fun with them.

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Empty Nester Ada Quinn 50 years old Personal Banker

She has been married 26 years and she has two children. They are all in colleges. Her hometown is New York City, but she and her husband moved to Seatle five Years ago. She often misses her parents and her children very much because of the long distance. She goes back to NYC just once a year because she has to work. She offen shops online and buys some gifts or essentials for her children. Her children often feel like their mom really cares about them even though they are away at college. She doesn’t spend too much money on herself. She likes to spend more money on her family.

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Business Owner Aayush Verma 36 years old Software Company

He is from India and he has been in San Jose three years. His small software company started up three years ago and is on the right track. He often goes on business trips for industry events. He likes using different softwares that compete with his company. He likes experiencing VR because he likes high tech. He often video chats with his family when he goes business traveling. He likes eating curry. Sometimes when he is very busy, he uses a delivery app to order.

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Outlier Profiles

Backpacker Earl Gray 29 years old Freelancer

He likes camping and traveling with his friends. He likes living in youth hostels instead of high-end hotels. He considers saving money more than living comfortable during a trip. He likes long distance trips because he enjoys the feeling of being on the road. He has low-carbon lifestyle because he thinks this keeps him healthy. He likes riding his bike on weekends, and he doesn’t like going to the gym. He likes taking nature pictures because he wants to record beautiful moments.

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Nomad Biton Peck 51years old Pastoral Nomad

He doesn’t live close to the city because he likes nature. He lives in different locations, moving from one place to another. He likes hunting and making a living with it. He lives in a tent and often travels through grasslands. He doesn’t use any social media because he doen’t have a smart phone. His daily life is mainly about hunting and draught animals. He doesn’t like adapting to new technology because it’s too complicated for him.

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Current Competitors The current competitors are all about train traveling. They offer a physical experience.

Amtrak

Amtrak, is a passenger railroad service that provides medium and long-distance intercity service in the contiguous United States.

BNSF

BNSF is a critical link that connects consumers with the global marketplace.

Union Pacific

Union Pacific works for the good of their customers, shareholders, communities and one another.

CSX

CSX transportation network serves some of the largest population centers in the nation.

Via Rail

Via Rail mandated to offer intercity passenger rail services in Canada.

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Ferrosur

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Commonly known as Ferrosur, this is a railroad that serves the south-eastern regions of Mexico.

Syntus

Syntus bv is a public transport company operating bus and passenger train services in the Netherlands.

Go Rail

GoRail is a passenger rail operator in Estonia operating services to Russia.

Eurotunnel

The company was formed on 13 August 1986 with the objective of financing, building and operating a tunnel between Great Britain and France.

Elron

AS Eesti Liinirongid, operating as Elron, is a government-owned passenger train operator in Estonia.

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Adjacent Competitors The adjacent competitors are also about physical traveling service. Some of them are cruise companies, some of them are airline companies, etc.

Orbitz Cruises

Orbitz loves to help make travel one of life’s greatest pleasures.

Princess Cruises

Princess carries 1.7 million guests each year from three to 114 days, allowing them to see the world and come back renewed.

Union Pacific

The Orient Express was a showcase of luxury and comfort at a time when travelling was still rough and dangerous.

Geo Ex

A high-end adventure travel company, GeoEx crafts wanderlust-fueled journeys to the ends of the earth.

Vacations By Rail

The beauty of a vacation by rail is it begins the moment you step aboard the train.

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Coachmen RV

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Coachmen RV is built upon a simple principle “Dedicated to the enrichment of your life.”

Ritz-Carlton

The Ritz-Carlton inspires life’s most meaningful journeys.

Virgin America

Virgin America is a California-based airline that is on a mission to make flying good again, by reinventing domestic air travel.

Viking Cruises

We have asked our guests, listened, observed—and now crafted the ultimate kind of cruise

Celebrity Cruises

Celebrity Cruises is consistently voted among the top cruise lines in the world. And we didn’t get there by luck.

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Future Competitors The future competitors are more about emotional experience. They offer different customer services.

Musion

Patented 3D holographic projection system was first installed at the Swarovski Museum in Austria in 1996.

Eat 24

Having someone cook you exactly what you want and then bring it to exactly where you’re sitting is an experience that can’t be described in words.

Oculus

The goal of Oculus is to give the consumer virtual, augmented, and mixed reality experiences.

Amazon

Amazon serves its consumer customers through its retail websites and focues on selection, price, and convenience.

Skype

Skype is for doing things together, whenever you’re apart. Skype’s text, voice and video make it simple to share experiences with the people that matter to you, wherever they are.

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Blue Apron

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Blue Apron’s mission is to make incredible home cooking accessible to everyone.

Hip Kits

Hip Kits offers quality college care packages, gifts and essentials for students.

All Recipes

Where everyone plays a part in helping cooks discover and share the joy of home cooking.

Meetup

Meetup brings people together in thousands of cities to do more of what they want to do in life.

UPS

United Parcel Service, Inc. (UPS) is the world’s largest package delivery company and a provider of supply chain management solutions.

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“Home isn’t a place, it’s a feeling.” – Cecelia Ahern, Love, Rosie (Book)

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Image Sources 1. http://chicagowevideo.weebly.com/uploads/2/4/1/0/24103661/1188717_orig.jpg 2. http://www.pullman-museum.org/theCompany/ 3. http://www.johnnyjet.com/what-its-like-to-take-the-pullman-train-from-chicagoto-new-orleans/ 4. https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcR2e-dSvngn8_MVKG1n_HSy9NUUOljHbHQ1m76suQ-8qlwgVy0a 5. http://trouble-of-the-man.com/wp-content/uploads/2015/09/3e82518db10b0b7ec0b3d02389c5d736.jpeg 6. http://renovations001.housemagazine.website/wp-content/uploads/2016/05/girldorm-room-decorating-ideas.jpeg 7. http://www.cekc.mn/wp-content/zurag/2015/02/2014-09-15-oOLDERWOMANALONEfacebook.jpg 8. http://www.imageafter.com/dbase/images/architecture_interiors/b11architecture_interiors006.jpg 9. https://gympass.s3.amazonaws.com/image/filename/229263/56089747.jpg 10. http://trainweb.org/vrt/RioGrandeScenic/640/IMG_0667%20-%20Copy.jpg

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11. http://previews.123rf.com/images/manubahuguna/manubahuguna1402/manubahuguna140200839/26618351-Paratha-with-paneer-masala-and-chicken-kebabStock-Photo.jpg 12. http://shbeima.com/wp-content/uploads/2016/11/Living-Room-Chair-Inspiring-55-Ideas-About-Living-Room-Chairs-On-Set.jpg 13. http://media.gettyimages.com/videos/teenage-girl-watching-movie-at-homelamy-new-mexico-usa-video-id97939511?s=640x640 14. http://www.footwearpedia.com/wp-content/uploads/ktz/brown-dress-shoes-withgrey-pants-z1zavx9a-2z4d4hezds5nn8cqdwj11m.jpg 15. http://flashpacking4life.de/wp-content/uploads/2014/02/Backpacking_Flashpacking_Titel.png

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Typography Muller Adobe caslon pro

Design Tool Adobe Illustrator CC Adobe InDesign CC

Design Jiajun (Sally) Huang

Instructor Hunter Wimmer




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