GSR

Great Southern Rail offers iconic journeys that allow an unparalleled experience of the unique diversity of the Australian landscape.

We were given the opportunity to rebrand Great Southern Rail and each of its products
The Ghan, The Indian Pacific and The Overland and their service levels.

A brand strategy was developed which streamlined the brand architecture to lead to a simpler and more united brand expression.

The heritage of train travel and fauna unique to each of the journeys names are integral to the experience on each of these journeys and have therefore formed the basis for the brand.

Australia's rich natural colours, textures, flora, fauna, and landscapes have created a compelling broader visual language.

The name and identity development for The Southern Spirit centred on the premium service this Australia-wide journey is to offer with the uniquely Australian seven-point star.