They were looking for a strong brand identity to reintroduce the service as they expanded it. They wanted people to see themselves using the service and attaching their joys, goals and aspirations to it. Something that people could latch on to emotionally. I search for this a lot in my work. I try to make it personal so people can feel it relates to their life on a personal level. This enables a product or service to not just be some abstract idea but to mean something important to the end user. For this concept I came up with the idea of I AM AMTRAK. Then I worked with my copywriter to expand on the concept. As you can see it had a lot of legs because I AM can have a personal meaning to each of us. During this period of time ridership across the country on Amtrak went up 11% as everyone else used the national campaign. In the state of Virginia where this ran ridership went up 25%.