On Track for Growth: Emeg’s Brand Evolution

Emeg Rail Systems, a 25-year veteran in the rail sector, needed a brand evolution to match its ambition of becoming a global player. With opportunities emerging across the Middle East and beyond, the task was to modernise the identity and create a full-service design and marketing strategy that would open doors worldwide.

The refreshed brand identity introduced a more contemporary look while retaining recognition, including a new texture, expanded colour palette, and even an Arabic version of the logo. Detailed brand guidelines ensured consistency across international partners. This identity was rolled out through business stationery, brochures, data sheets, and a comprehensive product catalogue.

Video and animation brought projects to life, from depot installations to facility showcases, alongside photorealistic 3D product models and redesigned software interfaces that elevated the customer experience. Trade shows in Dubai, Abu Dhabi, and Berlin provided a global stage, where stand artwork, collateral, and PR campaigns reinforced Emeg’s credibility and visibility.

These efforts have helped secure contracts on landmark projects such as Etihad Rail in the UAE and with Saudi Arabia Railways, while paving the way for future expansion into Europe and the Far East.