Datayard needed to clarify their position in the market as a premium cloud host provider, not the small dialup service they had started as in the 90’s. We helped define Datayard’s brand archetype and persona as the Hero: strong, reliable, and hard-working. Using these values, we created a visual approach that references the Midwestern work ethic and dependability of railroads moving commerce across the land. We helped carry out this approach in identity materials, advertising, web, and interior office design.