NxGen Rail

Challenge:  NxGen was a startup lacking a distinct identity. As one of the first all-inclusive rail inspection service providers in the railroad industry, it had the potential to influence the field significantly. Rail inspection is crucial for ensuring that trains remain on the tracks; however, existing methodologies were deemed “adequate but not ideal.” NxGen was established to offer clients more accurate rail measurements and a wealth of data.

Result:  The brand development was so successful that when NxGen launched and initiated its sales outreach, potential customers perceived the company as a long-established company with years of experience.

How:  As Brand Strategist, developed a strategy that highlighted the company’s modern approach while simplifying the process and the language for potential clients. Established a market position that emphasized NxGen as a unique and innovative solution for a customer’s inspection needs. To educate the non-technical audience, created materials that simplified complex inspection techniques, making them approachable and easy to understand. As Creative Director/Designer, collaborated with the digital agency for the website development, developed and wrote Brand Standards, and concepted and designed corporate identity and collateral materials.

Role:  Brand Strategist and Brand Development, Creative Director, and Art Director/Designer