AAR

Purple Strategies partnered with AAR to reshape the narrative around freight rail at a critical moment for the industry — as union negotiations were underway and Congress was set to debate surface transportation reauthorization. We had a clear, modern story to tell about freight rail as an economic engine, a driver of innovation, and a creator of lifelong careers — a story that had gone untold for more than a decade. We built and activated America's Engine, a multi-phase, always-on reputation campaign that reached transportation policy elites, regulators, and policymakers through compelling content and a sustained paid media presence — shifting perceptions from indifferent to favorable and strengthening the industry's credibility with the audiences that shape its future.

As the Art Director, I led the full visual development of the campaign — from logo design and brand identity to a comprehensive style guide that unified the campaign's look and feel across every touchpoint. I oversaw photography direction and provided art direction on both video and static assets, ensuring every visual element told a cohesive, modern story that resonated with the campaign's target audiences and brought America's Engine to life.

The logo concept transforms a stylized American flag into the America's Engine wordmark, using motion-driven elements to symbolize progress, modernization, and national pride. The transition captures freight rail's role in moving the country forward — rooted in heritage, powered by innovation.

The photography approach was rooted in authenticity and cinematic grit — capturing rail workers in their element with dramatic, close-up framing that emphasized craft, pride, and human scale. Shot on location, the imagery balanced raw industrial environments with bold, warm light to humanize the workforce and convey the scale and modernity of freight rail. Every frame was art directed to feel earned, not staged — putting real people and real work at the center of the story.

The campaign was brought to life through a sophisticated, multi-channel media strategy designed to reach the precise audiences shaping freight rail's future. Custom editorial units ran across premium placements including Undertone, The New York Times, and The Wall Street Journal — embedding the industry's story in the environments where policy elites and business leaders consume news. Complementing these high-impact placements, a targeted paid media program spanning display advertising and social media ensured sustained visibility and message reinforcement across every stage of the audience journey.

*Work shown is property of Purple Strategies and the Association of American Railroads, featured here for portfolio purposes only.