Turning Travel into Experience

At the heart of our holistic approach was a clear strategic shift. Away from price, towards quality, tangible comfort, and a unique passenger experience across all touchpoints. Westbahn now occupies a new category in the rail market: not transport, but experience.

To make this vision tangible, we consistently translated the positioning into design. The branding makes Westbahn's realignment immediately visible: The signet was adapted into two arrows, symbolizing movement, flexibility, and freedom. The logo was modernized and complemented by an easy-to-apply design system that unites all brand elements. In the interior and exterior of the trains, livery, pictograms, signage, and the passenger information system create a consistent, visible identity.

At the same time, the new branding is reflected in the product design of the rolling stock. The existing train fleet became a strategically sharpened and technically optimized series solution: Based on a detailed analysis of construction, function, and design, we developed a clear action plan that serves as a binding guideline for all development stages. From initial idea to final approval. Interior components were redesigned, engineered, ergonomically optimized, and formally condensed into a consistent brand experience. A coherent CMF concept translates the brand identity into colors, materials, and finishes, combining aesthetics with industrial feasibility.

On this foundation, two train types were comprehensively redesigned: the double-decker CRRC T04, offering generous comfort and flexible usage options, and the single-deck STADLER EC 250 Smile, which will operate as Austria's fastest train at up to 250 km/h on the southern route starting March 2026.

Two trains. One brand. Holistically conceived: from strategy to seating.