Objective: Take a defunct or dying brand and redesign it to fit a future vision. I researched the brand history of Lionel, analyzed possible future audiences and structured a new vision and brand direction. My main goal was to create a fresh visual identity.

Approach: While Lionel’s toy trains can already be found under Christmas trees worldwide, I learned that the company envisions a much larger future that includes a
research center, a school and an industrial branch. Lionel encourages imagination, exploration and
collaboration among the younger generation for the development of new spaces for tomorrow. Using these ideas, I chose to simplify the design of the logo to bring a sense of futurism to the brand.