Transend Brand Development

The world of freight rail has a serious problem. In spite of keeping the local, national and global economies moving, its safety record is poor. In the USA alone, over 1,000 derailments occur every year, with little or no attention, nor any significant improvements in their operations.

But sliding under the radar all changed in 2023 when a Norfolk Southern train hauling 149 freight cars, including 20 containing hazardous materials, derailed in East Palestine, Ohio, causing approximately $1.7b in damage and unknown long term health and environmental impact. Derailment detection (technology that was developed in the 1980s) failed and a disaster that should have been averted - was not.

Transend is the brainchild of veteran freight rail consultants at Transdiagnostics. A wireless, real-time ecosystem of sensors and communications, Transcend brings freight rail into the 21st century by detecting faults and alerting relevant parties to take action.

Trialled for over four years in Australia, Transcend was ready to go to market and help railroads, rail operators, unions and regulators improve not just the safety of freight rail, but also the reputation which had been tarnished by seemingly selfish behaviours.

Saucier Brands was engaged to establish a brand strategy, brand identity, a range of brand assets, and a go-to-market strategy for Transend.

Through a combination of stakeholder interviews, analysis of business, safety and regulatory data, and a deep dive into existing safety technology and equipment, we identified that the freight rail industry is seen almost universally to be a pioneer in the building of nations, particularly in USA and Australia, and has a strong cost and sustainability advantage over other modes of transport. But recent catastrophes had the public and businesses questioning the real motivations of these massive freight rail operators. 

Transend’s opportunity was to be at the forefront of a new era for freight rail. One that balanced the needs for safety and accountability with the commercial ambitions of rail operators and their customers. And the Transend product itself was a new dawn for the industry, that could make a safer but also more efficient and cost-effective industry, simply by having better data on the performance of the train.

Our Transend identity showcases the dynamism and new-found optimism for the industry. Our website (www.transdiagnostics.com) takes customers on a deep dive into the emerging needs of freight operators, and technical advances that Transend embraces do continually satisfy those needs well into the future.