Brand Identity for RailTech Startup Traila
Milani developed a distinctive brand identity for Swiss RailTech startup Traila, from corporate identity and website design to the trade show presence and exterior graphics for its test vehicle. The new brand system showcases Traila's technological innovation and creates a consistent presence across every brand touchpoint.
Challenge: Making a New Technology Visible and Credible
Rail vehicles continue to generate noise, vibration, and significant track and wheel wear. Swiss RailTech startup Traila developed an innovative active steering technology that precisely guides rail vehicles along the tracks, reducing noise emissions, wear, and material abrasion.
As a young startup, Traila faced the challenge of making this technological breakthrough visible while establishing itself as a credible partner in a highly regulated and technology-driven industry. At the same time, a major milestone was approaching: the company's first test tram, new website, new headquarters, and debut at InnoTrans, the world's leading rail industry trade show, would mark Traila's first public appearance as a professional brand.
Approach: Creating a Brand Identity that Reflects Active Steering Technology
Milani developed a distinctive corporate identity and applied it consistently across every key brand touchpoint, from the website and business stationery to presentation templates and the trade show booth. A central design element is a beam of light that visualizes Traila's sensor-based steering technology and appears consistently throughout the brand identity. The logo is built on rail-inspired curves, reinforcing the company's technical expertise and engineering precision.
Creation of a Professional Brand Presence
The new brand identity enabled Traila to present its innovative rail technology professionally for the first time to rail operators, rolling stock manufacturers, regulatory authorities, and investors. The website, business stationery, presentation templates, and trade show booth communicate a consistent brand experience with strong visual recognition.
A Test Vehicle as a Brand Ambassador
For its first technology demonstrator, an existing Tram 2000 from Zurich Public Transport (VBZ) was equipped with Traila's steering technology. To clearly distinguish the vehicle from regular service trams while drawing attention to the new technology, Milani developed a bold exterior graphic.
Inspired by automotive prototype camouflage ("mule" vehicles) and the striking patterns of Razzle Dazzle camouflage, Milani created a distinctive vehicle livery that clearly identified the tram as a test vehicle while supporting Traila's first public appearance. The eye-catching graphics transformed the tram into a recognizable brand ambassador, marking an important milestone in the company's development.
Milani Services
- Strategic brand positioning
- Development of a complete corporate design
- Creation and handover of design guideline
- Web design
- Transportation Design
