Edenspiekermann developed the 2006 annual report for the Dutch railways. Part of this was similar to a magazine in terms of design, structure and content. This made it accessible to a greater target group, and gave the Dutch railways a chance to position itself.
The design had no pictures of trains. The focus is entirely on the customer’s experience. The moments one becomes aware of the added value of the Dutch railways are central.
In 2006, the Dutch railways embarked on a new strategic positioning: from a functional brand to an experience brand. The Dutch railways is more than just the train. The company wants to offer a complete travel experience, in which the journey is effortless combined with shopping, a bite to eat, internet or meetings. The traveller shapes his or her journey in his or her own way.
The annual report is a tangible expression of this new positioning.
As well as the annual report, Edenspiekermann also takes care of connected resources like advertising, an invitation and the presentation screens at the press conference.
