Designing the Future of Continental Travel

In my junior year of college, I tackled a challenging assignment focused on creating a brand identity for a hypothetical 'Maglev' train—a cutting-edge transportation concept that uses magnetic levitation for rapid and efficient travel. Each student was tasked with connecting their brand identity to a chosen state, and I chose the state of Washington.

The concept behind Quantum's brand identity was to offer a sense of familiarity but with clear improvements. While people are accustomed to traditional train travel, the idea of magnetic levitation trains can be intimidating. Quantum aimed to assure travelers that it represented an enhanced version of what they knew, emphasizing speed, comfort, and practicality.

The influence of Washington State was evident throughout the brand identity. The color palette was inspired by the state's climate, weather, and iconic evergreen trees, while the graphic elements featured intricate line work reminiscent of Washington's numerous mountain ranges.

Over a span of several weeks, this project transitioned from a concept into a comprehensive identity system. It encompassed a range of elements, including logos, typography, print materials, kiosk-screen interfaces, print ads, uniforms, apparel, and a comprehensive brand book. This transformation reflected the depth and breadth of Quantum's brand development journey.