I developed an entire brand identity surrounding the concept of a speed rail system specific to the Southern Region. Here I explore the ideas and cultures around Atlanta/Birmingham/New Orleans, finding a balance in persona between them. Starting with the logo and name then focusing towards the personailty of the brand. Which found itself walking a line between an elegant modernity and mid-century nostalgia. Encompassing the entirety of Elerex with visual references depicting the brand as a actualized reality.