Hitachi Rail is not simply “about trains”
It designs, builds, maintains, and operates entire railway systems that move billions of people worldwide. Medical travel to Turkey is often associated with negative press, safety concerns, and inconsistent standards.
The brand must communicate with its internal team as well as their audiences. This englobes:
For a first-time patient, the emotional baseline is fear, uncertainty and mistrust.
Early career talent
Engineers
Project Managers
Global Stakeholders
The brand needed a narrative that could:
Unify without oversimplifying the different areas of the business
Feels engineered yet deeply human
Reflect technical precision and global personality
Strategic Unlock: “A Journey Full of Life.”
A positioning that celebrates Hitachi Rail’s human impact:
• the multicultural strength of its workforce
• the personal and professional journeys of its people
• the journeys created for passengers and communities
This reframes Hitachi Rail from a technical supplier into a people-powered global movement.
Strategic Reasoning
To bring this to life visually, the creative direction focuses on human stories and analogue textures that show “life within the journey.”
Real People, Real Stories
Authentic portraits of employees worldwide capturing character, identity and pride, making the human journey as important as the rail journey.
Analogue Photography
Film and imperfections add warmth, humanity and emotion, contrasting with engineering precision.
Light Leaks as Life Marks
Red and golden flares act as symbols of moments that shape us, reflecting cultural diversity, connection and energy: the visual evidence of life entering the journey.
