RTA at Global Rail
Building Connections: RTA’s Vision for Sustainable Mobility
Context
The Global Rail 2024 event, hosted in Abu Dhabi, serves as a pivotal gathering for the rail industry, bringing together key stakeholders, decision-makers, and innovators from around the world. As the rail sector continues to play an integral role in sustainable transport and urban development, the need for such an event in this region hasn’t been greater. Global Rail provides a unique platform for collaboration, showcasing advancements in technology, infrastructure, and connectivity that address the growing demands for efficient, eco-friendly mobility solutions.
Opportunity
This year’s event highlights the industry’s vital contribution to global economic growth, sustainability, and urban transformation, positioning Abu Dhabi as a leading hub for progressive dialogue and innovation in rail transportation.
As the inaugural edition of the exhibition—and potentially the first global rail event in the region— there were no existing industry benchmarks or regional standards to follow or measure against. This opened the door to reimagine the approach for the RTA, allowing us to break away from their established and predictable visual language.
Solution
Positioned as a platform for innovation in the rail industry, this event provided the perfect opportunity to move beyond the conventional, clinical aesthetic of clean whites and bright lights. Instead, we embraced a bold, dynamic approach, bringing together different materials and punctuating the design with vibrant pops of colour, creating a fresh identity for RTA’s exhibitions.
Elevating this multi-layered experience is a dynamic light installation that defines the canopy above. Constantly in motion, zapping on and off, it embodies the essence of the RTA brand: Make, Move, Transform—capturing its innovative spirit and relentless drive for progress.
Design Systems
A key objective for RTA at this event was to highlight its flagship projects and initiatives aimed at enhancing efficient and sustainable mobility solutions.
To do this, we developed a modular design system that acts as a versatile content framework for presenting various projects. Drawing inspiration from the maps and grids of major city metro systems, the project totems are strategically arranged, with route lines serving as intuitive navigational guides, seamlessly connecting visitors to each showcased initiative.
Each project totem is thoughtfully designed to present a variety of content, ranging from printed project overviews and highlights to dynamic digital elements such as showreels. These can be navigated using an intuitive, tactile dial.
Breaking away from the conventional digital interfaces, we incorporated an analog control mechanism to interact with the digital content. This innovative blend creates a more engaging and satisfying experience, adding a layer of delight for visitors as they explore each project.
Results
The RTA’s presence at the inaugural Global Rail 2024 event was well received, showcasing its flagship projects and initiatives with a fresh, bold identity. The modular design system not only captured the attention of key industry stakeholders but also provided a seamless and engaging framework for storytelling, making complex information accessible and memorable. The dynamic light installation left a lasting impression, reinforcing its position as a forward-thinking leader in sustainable mobility.
This fresh approach elevated the RTA’s visibility on the global stage, fostering meaningful connections and underscoring its commitment to innovation and progress in the rail industry.
Feedback
“Thank you very much for all your efforts. I have received a million comments on the beautiful stand“
Sara Al Mudharreb
Marketing Manager, RTA