Taking travellers from Toronto Pearson International Airport to Union Station downtown, the UP Express train service extends a warm Canadian welcome to its guests. Winkreative helped build the brand from inception, with work spanning strategy, naming and identity and extending to station architecture and uniform design. Instilling a sense of place was integral to the project, and the brand expresses Toronto’s optimistic, cosmopolitan and welcoming spirit, reinforcing a sense of civic and provincial pride.
Raise it up
Shorthand for Union Pearson, the name UP conveys the brand’s optimism, energy and the elevated guest experience. The logotype is created from a bespoke raised typeface that pays homage to the golden era of rail.
Welcome to Toronto
The UP train livery, interiors and station architecture were designed to reflect the colours and materials found in the Ontarian landscape. The extensive use of wood throughout the station adds a feeling of warmth – vital in the Canadian winter.
‘Wink helped us make the key decision to refer to our customers as guests rather than merely passengers’
Mary Koven, former Head of Brand Integration for UP Express
Wheels in motion
The UP animation communicates a complex infrastructure project through a simple message. Creating awareness among stakeholders, press and the general public prior to launch, it also conveys UP’s positive and friendly style and tone of voice.
Walk this way
Transport icons are an essential part of UP’s visual identity system, helping travellers navigate their way to and from the airport with ease.
Local pride in print
To showcase Toronto’s many assets, we created On the UP, a quarterly on-board magazine. Centred around themes such as Exploration, Growth and Play, each issue presents the best of Toronto and the Ontario region through in-depth features, seasonal highlights and photo-led stories.