TRAIN TV is an in-train content distribution platform operating across Japan Railways (JR) trains in the Tokyo metropolitan area. With more than 50,000 onboard monitors, it transforms traditional advertising screens into a dedicated television channel, delivering programming to over 84 million passengers each week.

JR East Marketing & Communications (Jeki) set out to reimagine train display screens—previously used solely for advertising—as a new form of content-driven media.

The goal was to transform the daily commute, whether for work or school, into something that could evoke emotions, turning routine travel time into moments of excitement.

This project began with the desire to make trains even slightly more interesting. While smartphones are great, they hoped that passengers would look up at the screens inside the trains to find engaging content.

With “Look Up” as the keyword, ZYLA contributed to the creation of TRAIN TV’s channel identity and branding.

Channel Identity

To express the channel identity of this unprecedented project, “transforming train interiors into television stations,” ZYLA created key art with the theme of a “colorful world” shaped by both trains and TRAIN TV.

This fusion of “train” and “entertainment” enabled the visual representation of diverse content through dynamic landscapes and colors, reflecting TRAIN TV’s seven program genres and creating a vibrant viewing experience for passengers during their daily commute.