Developing new transport infrastructure is a complex and sensitive task, and our work needed to inspire and align with the interests of multiple stakeholders – including the Ontario government, both Toronto Pearson International Airport and Billy Bishop Airport, and the local communities who would be affected by the building of new train stations.

To create an elevated guest experience in a way that felt natural, we needed to instil a sense of place – and we saw the opportunity to express Toronto’s optimistic, cosmopolitan, welcoming spirit through the brand, and reinforce a sense of civic and provincial pride.

We shaped the brand to allow the spirit of Toronto to shine through every element, from strategy and behaviours to uniform design. The UP train livery, interiors and station architecture were designed to reflect the colours and materials found in the Ontarian landscape. Rather than a traditional glass and steel structure, the use of wood throughout the station adds a feeling of warmth – vital in the Canadian winter.

Tourists and residents were also able to connect with the brand through On the UP, a quarterly on-board magazine that presented the best of the Toronto and the Ontario region – championing local culture, businesses and community initiatives through in-depth features, seasonal highlights and original works of fiction.

With a brand bursting with optimism and a fresh, hospitality-focused approach to public transit, UP Express set out to make travel more enjoyable – and with thousands of guests still using the service every day, it’s an ambition they’re continuing to realise.