The color schemes of the main visual of the FUTURE IS NOW campaign followed the tones of the 2019 “Future – Renaissance” exhibit, and represent morning sea, dawn, and grassland – scenes found in beautiful Taiwan. Designed to invoke the passengers’ memories as they gaze out the windows of the train, the colors each have their own meanings. “The blue in EMU 900 represents hope, expectation, and open-mindedness. The green in EMU 3000 conveys its speed, so that we can surely and rapidly get to where we are headed. Alternatively, the orange of The Future represents warmth, as if it is full of stories and mysteries that await you.”

Answering the wish of countless railway fans, we let the train itself take center stage in the visual. During the design process, we referenced old railroad stamps and posters to interpret what it was about the railway that the public loved and missed. The composition recalls the industrialization period, in which color blocks, geometric shapes, and lines showed classic modernism, while the traits and symbolic meanings of each train are conveyed in brand-new ways. While retaining the individual qualities of the trains, design aesthetics were used to iterate contemporary times. By using the simple, clean lines of the geometric shapes, strong vibes are created while retaining the realness of the trains, thereby striking a balance between modernism and futurism.
The ingenuity of the design is that while the three posters can be shown separately, the posters for the brand-new EMU 900 and EMU 3000 can also be combined side-by-side. When all three are shown together, they can be combined either horizontally or vertically to satisfy the diverse needs of the vast railway fans and collectors, adding a practical edge to the design aesthetics.