Caso EFE
Industry
Transport
Services
Brand Strategy and Design
Client
EFE
Year
2019
Challenge
EFE Visual Identity: Connecting Chile on Every Line.
In 2019, the State Railways Company (EFE) faced a key challenge: the lack of a unified visual identity. For years, EFE’s different railway lines had operated under separate graphic identities, shaped by different styles and eras. This fragmentation made it difficult to build a strong and coherent brand, creating confusion among users and weakening brand recognition in the market.
At the same time, EFE sought to redefine its values and positioning to highlight attributes such as modernity, reliability, and regional connectivity. The challenge was to develop a visual identity that would not only unify its various subsidiaries, but also position EFE as a benchmark in railway transportation—aligned with user expectations.
Solution
BBK Group implemented a comprehensive approach.
To address this challenge, EFE partnered with BBK Group, Chile’s leading consultancy in brand and business transformation. BBK Group implemented a comprehensive approach that included:
Strategic Research.
BBK Group conducted in-depth research to understand both organizational needs and user expectations. This process included:
Industry analysis and international benchmark studies.
Interviews with EFE employees, from executives to operational staff.
Quantitative research and on-site visits to analyze user experience and station operations.
Strategic Redefinition.
Based on research insights, BBK Group led strategic workshops to redefine the brand’s core pillars:
- Purpose: To highlight EFE’s mission of connecting communities through a modern and reliable service.
- Brand Attributes and Personality: Modernity, reliability, and connection—expressed through a coherent visual proposal.
- Positioning and Style: Adapted to a digital environment while maintaining closeness to users.
Development of a Monolithic Brand Architecture.
BBK Group proposed a monolithic brand architecture, strengthening the EFE name as the master brand. Each railway line retained its specific identity within a unified visual system.
Design of the New Visual Identity.
BBK Group developed a visual identity that reflects EFE’s core values:
- Logo: Built from regular lines representing the railway network. A red dot acts as a unifying element, symbolizing the guiding north of the organization.
- Typography: A clear, functional typeface suitable for station and train signage.
- Color Palette: Inspired by the colors of the Chilean flag, adapted to a modern digital environment.
- Adaptable Graphic Elements: Designed for multiple applications, from signage and printed materials to digital platforms.
Identity Implementation.
BBK Group implemented the new visual identity across all EFE touchpoints:
- Signage and Spatial Design: Renovation of stations and trains with a coherent and functional aesthetic.
- Corporate Materials: Update of uniforms, stationery, posters, and brochures.
- Digital Platforms: Redesign of the website and mobile app, optimizing the user experience.
Results
The implementation of the new visual identity delivered tangible results for EFE:
Brand Unification:
Visual coherence strengthened EFE’s brand recognition nationwide.
Improved User Experience:
Clear signage and functional design made navigation in stations and trains easier.
Modern Positioning:
EFE positioned itself as a reliable and modern company, aligned with user expectations and market trends.
BBK Group
The Impact of a Coherent Visual Identity
BBK Group’s work with EFE is a clear example of how a strong visual identity strategy can transform brand perception and enhance market impact. As Chile’s leading consultancy, BBK Group delivers integrated solutions ranging from strategic research to visual implementation—helping clients achieve their business objectives.
