ABOUT

Jeki (JR East Marketing & Communications,Inc.) had been considering utilizing the advertising-only screens inside trains to create a new content media. They wanted to transform the daily commute, used by many for work or school, into something that could evoke emotions, turning mundane travel time into exciting moments. This project began with the desire to make trains even slightly more interesting. While smartphones are great, they hoped that passengers would look up at the screens inside the trains to find engaging content.  With "Look Up" as the keyword, ZYLA contributed to the creation of TRAIN TV's channel identity, or rather, it's branding.

Channel Identity

To express the channel identity of this unprecedented project, "transforming train interiors into television stations," we created key art with the theme of a "colourful world" shaped by both trains and TRAIN TV. While unmistakably depicting trains, this identity represents not the mundane everyday train, but rather one aligned with the colours of the seven content genres aired on TRAIN TV. We aimed to create a sense of excitement and an extraordinary worldview that passengers would look forward to experiencing during their daily commute.


Logo Type and Brand Colours

We proceeded by adjusting the brand logo that had been created in advance at Jeki. To ensure adaptability for various applications, we refined the spacing between characters and reduced the width while keeping the overall impression as consistent as possible. Additionally, we made adjustments to ensure that the eye icon, symbolising "Look Up," remained clearly visible even at smaller sizes. Regarding the brand colours, we developed content colours that symbolise each program genre, simultaneously with the creation of the channel identity.

Motion Logo

In sync with the upward movement of the logo type's eye, signalling a shift, the 3D CG background typography rises as if a switch has been flipped. We developed a motion logo based on the concept of "Look Up," which is used as a transition within the program.Expansion to OOHWe also expanded to digital signage within station premises and large-scale transportation advertisements. The digital signage, transitioning seamlessly into a fantastical world, garnered particular praise, with passersby even capturing it on their smartphones.