Norfolk Southern is one of the nation’s premier transportation companies. NS history spans nearly two centuries to the earliest days of American railroading. Norfolk, VA had long been the home to the NS headquarters, but the company was relocating to Atlanta, GA with the design of a new building that would change the city skyline.
The experience design emphasized the concept of “thoughtful movement” and reinforced the interior design pillars of stability, timelessness, energy, tactility and seamlessness. Graphic elements that create a sense of speed, agility and speak to the evolution of NS from a railway company into a tech company emphasized the overarching narrative of transformation. The use of repetition and rhythm through graphic patterns gave only a subtle nod to trains and railways without being too overt.
A food hall with diverse options, on-site childcare center, fitness center, coffee shop and on-the-go marketplace are among only a few of the amenity spaces that were designed to support a dedicated staff. The EXD team created 14 unique naming and visual identities that live within the campus. A specialized 24/7, operations center and conference center emphasize NS tech innovations visually supported by angular linework and integrated lighting that sit beside an interactive wall sharing live transport updates.
Services: Naming, Logo Design, Brand Identity Design, Brand Experience Graphics, Signage & Wayfinding
Photography: Eric Laignel
Fabrication: A.R.T. Associates
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