The Brand Glossary

CLIENT
Canadian National Railway

CLIENT
Interbrand

PROJECT
CN Prince Rupert Investor Tour

PROJECT
The Brand Glossary

SCOPE
Event Branding,
Environmental Design,
Presentation

SCOPE
Design Concept

SCOPE
Design concept

In 2025, CN hosted an immersive tour in Prince Rupert, one of CN’s most strategic growth corridors. Rather than a traditional capital markets day, the objective was to move beyond extended presentations and offer investors and analysts direct engagement with CN’s network, facilities, and leadership, as well as the port authority and supply chain partners.

Capsule was engaged to brand the CN Prince Rupert Investor Tour, an exclusive, high-stakes event for the global analyst community. We developed a comprehensive visual identity for the tour, ensuring a cohesive brand experience across all touchpoints—from large-scale environmental signage and event branding to technical presentation materials and site-specific collateral. By balancing logistics-heavy data with a premium event aesthetic, we helped CN articulate the strategic importance of this unique port asset.

Recognizing that branding terminology is a language unto itself – often complex, sometimes misunderstood – Interbrand produced a working companion for business and branding professionals to provide clarity and insight into the complex and often confusing language of branding.

Branding has a huge creative and visual component and this is reflected in the theme and design of this glossary. Throughout its 136 pages, the extensive list of terms is brought to life with an engaging mix of pictograms, brand facts, relevant quotes and typography. Designed to be a working reference tool, to inform, inspire, question, and explore. Dedicated spaces for notes and healthy margins encourage post-its, doodles, and scribbled ideas.

Recognizing that branding terminology is a language unto itself – often complex, sometimes misunderstood – Interbrand produced a working companion for business and branding professionals to provide clarity and insight into the complex and often confusing language of branding.

Branding has a huge creative and visual component and this is reflected in the theme and design of this glossary. Throughout its 136 pages, the extensive list of terms is brought to life with an engaging mix of pictograms, brand facts, relevant quotes and typography. Designed to be a working reference tool, to inform, inspire, question, and explore. Dedicated spaces for notes and healthy margins encourage post-its, doodles, and scribbled ideas.

Recognizing that branding terminology is a language unto itself – often complex, sometimes misunderstood – Interbrand produced a working companion for business and branding professionals to provide clarity and insight into the complex and often confusing language of branding.

Branding has a huge creative and visual component and this is reflected in the theme and design of this glossary. Throughout its 136 pages, the extensive list of terms is brought to life with an engaging mix of pictograms, brand facts, relevant quotes and typography. Designed to be a working reference tool, to inform, inspire, question, and explore. Dedicated spaces for notes and healthy margins encourage post-its, doodles, and scribbled ideas.

Recognizing that branding terminology is a language unto itself – often complex, sometimes misunderstood – Interbrand produced a working companion for business and branding professionals to provide clarity and insight into the complex and often confusing language of branding.

Branding has a huge creative and visual component and this is reflected in the theme and design of this glossary. Throughout its 136 pages, the extensive list of terms is brought to life with an engaging mix of pictograms, brand facts, relevant quotes and typography. Designed to be a working reference tool, to inform, inspire, question, and explore. Dedicated spaces for notes and healthy margins encourage post-its, doodles, and scribbled ideas.

Presentations

CN leadership presented growth opportunities across intermodal, bulk and energy markets, supported by focused materials and interactive Q&A. Presentations were intentionally concise, allowing time for discussion and enabling investors to connect strategic themes with what they observed throughout the day.

Overview Section

Employing an evolved editorial style, the 2023 Investor Fact Book engages the reader at every turn with a full range of graphic elements from large and small-scale photography, metrics, maps, and graphs – effectively bringing to life CN’s business model, strengths, performance, and market positioning.

The first of four major sections presents on overview of CN's competitive strengths, long-term value-creation, strategic acquisitions and planning process, as well as its commitment to Delivering Responsibly. A feature spread provides a summary of the Company's new integrated operating plan that is improving service reliability, resiliency, and efficiency.

Overview Section

Employing an evolved editorial style, the 2023 Investor Fact Book engages the reader at every turn with a full range of graphic elements from large and small-scale photography, metrics, maps, and graphs – effectively bringing to life CN’s business model, strengths, performance, and market positioning.

The first of four major sections presents on overview of CN's competitive strengths, long-term value-creation, strategic acquisitions and planning process, as well as its commitment to Delivering Responsibly. A feature spread provides a summary of the Company's new integrated operating plan that is improving service reliability, resiliency, and efficiency.

Overview Section

Employing an evolved editorial style, the 2023 Investor Fact Book engages the reader at every turn with a full range of graphic elements from large and small-scale photography, metrics, maps, and graphs – effectively bringing to life CN’s business model, strengths, performance, and market positioning.

The first of four major sections presents on overview of CN's competitive strengths, long-term value-creation, strategic acquisitions and planning process, as well as its commitment to Delivering Responsibly. A feature spread provides a summary of the Company's new integrated operating plan that is improving service reliability, resiliency, and efficiency.

Facility Tours

Guided tours of terminals, customer facilities and future development sites provided firsthand insight into capacity, efficiency and expansion potential. Each tour translated strategy into experience—allowing investors to connect data, assets and growth opportunities through direct observation. Accompanying printed guides supported the experience with key facts, metrics and volume trends, enabling participants to contextualize what they were seeing in real time.

Overview Section

Employing an evolved editorial style, the 2023 Investor Fact Book engages the reader at every turn with a full range of graphic elements from large and small-scale photography, metrics, maps, and graphs – effectively bringing to life CN’s business model, strengths, performance, and market positioning.

The first of four major sections presents on overview of CN's competitive strengths, long-term value-creation, strategic acquisitions and planning process, as well as its commitment to Delivering Responsibly. A feature spread provides a summary of the Company's new integrated operating plan that is improving service reliability, resiliency, and efficiency.

Overview Section

Employing an evolved editorial style, the 2023 Investor Fact Book engages the reader at every turn with a full range of graphic elements from large and small-scale photography, metrics, maps, and graphs – effectively bringing to life CN’s business model, strengths, performance, and market positioning.

The first of four major sections presents on overview of CN's competitive strengths, long-term value-creation, strategic acquisitions and planning process, as well as its commitment to Delivering Responsibly. A feature spread provides a summary of the Company's new integrated operating plan that is improving service reliability, resiliency, and efficiency.

Overview Section

Employing an evolved editorial style, the 2023 Investor Fact Book engages the reader at every turn with a full range of graphic elements from large and small-scale photography, metrics, maps, and graphs – effectively bringing to life CN’s business model, strengths, performance, and market positioning.

The first of four major sections presents on overview of CN's competitive strengths, long-term value-creation, strategic acquisitions and planning process, as well as its commitment to Delivering Responsibly. A feature spread provides a summary of the Company's new integrated operating plan that is improving service reliability, resiliency, and efficiency.