MTR Express has been named Sweden's best train company four years in a row. With a vision to become Sweden's best travel company we have helped MTRX develop a new name, a new digital experience, brand platform, visual identity and communication concept. The new MTRX brand is built on the insight that every trip is an opportunity to cross paths with someone. That is why we elevate the X as a celebration for every homecoming, every reconciliation and every reunion that MTRX makes possible.

I crafted a cohesive visual identity, along with a comprehensive brand toolbox and brand manual. My work spanned both digital and physical platforms, creating templates for everything from digital banners and social media concepts to café menus, roll-ups, and uniforms for train staff. This holistic approach ensures a unified brand experience across all customer touchpoints.

This cohesive brand experience helped boost MTRX’s presence and value in the market, ultimately leading to its recent acquisition by Finland's state train operator, VR.