Challenge
TrinityRail is the largest provider of railcar products and services in North America with a history steeped in quality and innovation. Although they’ve long been considered the premier manufacturer of railcars across the continent, the marketing team was committed to better educating customers about their “integrated platform.” This includes full-service offerings such as leasing, maintenance, aftermarket parts and an industry-leading field support team. Unfortunately, their brand and the existing marketing materials that went with it told a different story. At the beginning of 2018 Spire was hired to elevate the TrinityRail brand to its rightful place as an industry leader.
Solution
First Came the Rebrand, Then Came Everything Else Things began with the refresh of the brand. Refinements were made to the TrinityRail logo, fonts were added to the family, the color palette found its identity, and an emphasis on high-quality photography was put in place. Spire refreshed brochures, product profiles, sales presentations, print ads and presentation folders, and many other pieces of marketing and sales collateral all came next. Trade shows in Minneapolis, Orlando, Chicago, Amelia Island, Houston and even Dubai were updated to match the new look and feel of the brand, with many more on the way. Work also began on a brand-new custom website which immediately saw a 400% increase in traffic. As TrinityRail continues to release new railcar products to the market, Spire has been helping to assist with product launch announcements in appropriate market segments. One in particular stood out. The new Hourglass™ autoracks offered more side-to-side room for auto loaders to get cars in and out of the railcar with less potential damage. Spire developed a sleek direct mail piece containing a magnetic hourglass, spouting the benefits of the new Hourglass™ and highlighting its innovative curvature.
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