We analyze the enterprise architecture management (EAM) 'journey' of the Swiss Federal Railways over the last twenty years. Fundamental organizational changes were matched by shifts of EAM's focus from advocating an enterprise-wide perspective over developing the enterprise architecture toolbox to establishing business transformation support. Beyond maturity considerations, insights from this longitudinal case study can be gained from an institutional perspective, i.e., by describing the EAM journey not only as a process of establishing the EAM function, but also as a process that extends EAM effects beyond the boundaries of IT. We identify four principles that guided this process: (1) Consistency of norms and values (2) Focus on reinventing rather than maturing (3) Picking the right EAM 'battles', and (4) Playing on EAM's holistic perspective.