DRIVE BACK TO 1996
One Train of Thought
After an acquisition to save MK Rail, an enterprising group of investors partnered with BD&E to define its new brand. To align with the organization’s vision and support future growth, MotivePower Industries was born. BD&E then engineered an identity system designed to address the company’s complex subsidiary network. This set the foundation for future marketing, advertising, and a new website.
Fast-forward three very successful years to when MotivePower acquired the iconic Westinghouse Air Brake Company (WABCO). BD&E was again called upon to rebrand the company. Leveraging WABCO’s 100-year legacy, we rebranded the combined entity as Wabtec—the technological leader of the global rail industry. The identity system maintained MotivePower’s powerful symbol to continue the momentum of brand equity-building in their market. Now with $8 billion in revenue, 40 global plants, and membership in the S&P 500, the branding continues to fuel innovation and drive growth.
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