Celebrating Every Journey: SNCF Voyageurs Debuts a Multifaceted Visual Identity

SNCF Voyageurs

SNCF Voyageurs is far more than just another corporate offshoot of the SNCF Group. Established in 2020 and serving five million passengers each day, this new subsidiary faces a marketing conundrum: in a sea of SNCF-related brands, most travelers still struggle to differentiate one branch from another. The task at hand is to not merely unveil a fresh logo but to forge an identity that resonates with real people—in all their diversity and individuality.

Working with the ROSA PARIS agency, SNCF Voyageurs has taken a bold, creative leap. Instead of settling for a single, traditional logo in standard corporate hues, the brand now boasts 25 distinctive designs that represent the many faces of its passengers. From the avid reader to the nostalgic 2000s enthusiast, from the data-loving numbers person to the sweet-toothed snacker, everyone’s traveling persona finds a visual voice in one of these custom creations. By harnessing Converge, a precise data analysis tool, SNCF Voyageurs leveraged in-depth insights to ensure that these varied logos truly reflect the day-to-day experiences and preferences of the traveling public.

This multifaceted identity comes to life in a short, dynamic video—a presentation of the entire collection that underscores the brand’s driving purpose: to transport and connect five million passengers every day. Launched on January 2nd across major platforms like FLIGHT, TF1, and social media, the campaign celebrates the notion that a single brand can span countless identities. By embracing the many different ways people move, learn, work, and dream while in transit, SNCF Voyageurs positions itself not just as a means of transportation, but as a colorful, ever-evolving companion on the journey.

Advertisers:

Managing Director – Christophe Fanichet

Head of Communications – Olivier Reinsbach

Brand and Foresight Director – Béatrrice Godineau

Campaign Manager – Lisa Mangin

Agency:

Co-founders – Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco

Creative Director – Julien Saurin

Art Director – Claire Croteau

Copywriter – Diane Desclaux

Vice-President – Delphine Drutel

Associate Director – Camille Courant