A significant player in Spain and Europe, Renfe controls 86 percent of the Spanish train network, servicing over 490 million passengers a year and carrying over 27,000 tons of freight.
But after years of service, Renfe’s brand needed a facelift.
Its objective was clear: to relaunch a dynamic and flexible brand that would be more recognizable in the Iberian market.
To get Renfe on the right track, our analysis proved that there was greater strength in one brand and that proximity, leadership, compromise, and excellence were key to success.
To direct the new brand and build on these attributes, Renfe decided on using an umbrella brand strategy to build overall equity.
With the new brand culture program, we united Renfe’s 24 different segments and created a brand identity that is daring, different, and praised by customers.
That’s a first class result.