As part of the RGD Project-Based Mentorship Program, our team was given a brief to redesign the VIA Rail travel experience to encourage new riders, create a more modern and welcoming journey, and highlight the benefits of train travel. After researching VIA and other rail systems, we developed the central theme Forging Connections, focusing on how each moment of the journey—big or small—contributes to a more meaningful travel experience. We approached this through positioning the station as part of the destination, elevating micro experiences, and strengthening VIA’s brand across all touchpoints, with deliverables ranging from station wayfinding and environmental graphics to in-train visuals, packaging, and merchandise.