Case Study 05 (2015-2021)

Scale-Up

Adaptive Design for a Modular Locomotive Platform

Challenge

The objective was to create distinct design identities for multiple locomotive types built on a shared technical base, while allowing maximum flexibility for customization according to each operator’s specific requirements. The challenge: to transform one engineering platform into a diverse family of locomotives — each tailored in function, aesthetics, and brand expression.

Design Approach

We developed a highly adaptable design system that enables individual operators to configure their locomotives according to market, operational, and branding needs. Rather than pursuing a uniform design DNA, our approach emphasized modularity in appearance, emotion, and function — turning engineering standardization into visual and experiential diversity.

Freight Locomotive

Designed for strength and endurance, featuring a robust front geometry and proportioned surfaces that communicate power and reliability.

Passenger Trainset

Tailored for comfort, accessibility, and urban sophistication, showcased in the Amtrak 50th Anniversary edition with aerodynamic refinement and distinctive color dynamics.

High-Speed Trainset

Developed for Brightline’s first U.S. high-speed train, featuring a streamlined nose optimized for aerodynamic performance above 300 km/h

Each design solution reflects the specific operational philosophy and brand identity of its operator — proving that modular engineering can serve as a canvas for diversity, not uniformity.

Impact

  • Maximum Customization: Each locomotive variant was individually adapted to operator needs — from national rail branding to performance focus.
  • Enhanced Market Appeal: Distinct visual identities strengthened operator brands, increased visibility, and created emotional connections with passengers and stakeholders.
  • Strategic Flexibility: The modular design framework enables rapid adaptation to regional regulations, market trends, and service types.
  • Accelerated Implementation: Design and engineering synergies reduced development and approval timelines, supporting faster entry into new markets.
  • Proof of Innovation: Demonstrates how industrial design translates modular technology into diverse, market-specific products — balancing scalability with individuality.

Conclusion

This project exemplifies how strategic design thinking transforms technical modularity into market adaptability. By designing locomotive variants with maximum differentiation, we enabled operators to express their unique identity, performance philosophy, and brand values — while leveraging the same underlying platform.

Result

The result is a family of trains that embodies flexibility, efficiency, and innovation — redefining what scalability means in modern rail design.