Trenes Argentinos: Rebranding a Public Good
Joaquin Cardelli
We start from the premise of the train as a public good. We base this approach on the history of the railway system and of our country, considering that it has returned to being a State Corporation following the policies of the 90s, which directly impacted the development of Argentina.
A symbol of ... production, future, development, and national sovereignty.
To deepen the sense of belonging, emphasizing that the public entity is everyone's property, in order to foster the use and expansion of the service we provide at Trenes Argentinos SE.
Fostering Belonging and Exploration. This set of promotional posters illustrates how the rebrand translates the railway's strategic role as a public good into an emotional, user-centric message. The design focuses on deepening the sense of belonging, using high-impact photography of national landscapes and authentic family connections. The clear, modern typography and layout are designed to foster the use and expansion of the service, positioning the train as "the path to finding one another."
The Trenes Argentinos SE rebranding successfully established a modern identity rooted in the concept of the railway as a National Public Good. The design strategy focused on deepening the sense of belonging among citizens, positioning the system as a symbol of development, future, and national sovereignty. By merging historical context with a clear, contemporary visual language (seen in the emotional posters and systemic applications), the rebrand delivers an identity that is both trustworthy and accessible, encouraging the use and expansion of this essential public service.
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Posted Nov 6, 2025
Strategic rebrand of Trenes Argentinos SE, emphasizing its role as a national public good, development symbol, and source of belonging for the country.
