Cities are busier than ever. Our roads are closely congested, and public transport is more and more overstretched. Getting from A to B has by no means been so difficult, which is why it is fascinating to be taught of a startup born out of that frustration, with a daring thought to rethink how we get round in future.
However quite than enhancing current infrastructure, Line Mobility proposes a completely new method. One thing that you just may anticipate in a Again to the Future movie. They hope to deliver a private, point-to-point transit system made up of automated pods operating alongside elevated guideways above site visitors. No timetables or transfers, and no dreaded congestion. Simply direct, on-demand journey designed round folks, not vehicles.
It is a daring thought we won’t even think about. So the most important problem may be convincing us of its actuality – particularly when the product does not but exist.
That is the place Artwork&Graft got here in. Partnering with Line Mobility forward of launch, the London-based studio was tasked with shaping your entire model expertise from the bottom up. Not simply the way it regarded, however the way it felt, sounded, and earned belief. Through which case, you may neglect surface-level aesthetics. It was extra about making a futuristic transport system really feel plausible, reassuring, and achievable.
Following early strategic groundwork by Fazer, Artwork&Graft translated Line’s model pillars into clear design ideas to information all the pieces that adopted. From id to movement, movie to internet, each touchpoint wanted to stability optimism with realism.
On the coronary heart of the model sits a bespoke triangular emblem. A mark that speaks to structural stability and ahead movement. As a result of let’s face it, essentially the most you are going to need to really feel from taking a look at Line Mobility is that it will be protected and dependable. The brand’s easy, intersecting paths additionally symbolize a selection: keep on the present observe or take a brand new route totally. That very same geometry extends to the design of Line’s transport pods, tightly linking the digital model with the proposed bodily infrastructure.
It is why the launch movie needed to turn out to be a central storytelling software. Structured across the “why, how, and what”, it guides us by means of as we speak’s damaged transport methods, explains how Line would operate in follow, and ends with a tangible imaginative and prescient of what cities might turn out to be. Early visuals really feel speculative. However by the ultimate act, they really feel lived-in and actual. It is a deliberate transfer to take us from curiosity to confidence.
All through the marketing campaign, design is used to construct much more belief. Gentle gradients and chic typography create a way of calm and readability. Detailed 3D visuals floor the know-how in actuality. Images brings a human perspective, permitting us to visualise this innovation in our future cities. And music & SFX by Zelig Audio provides that ultimate flourish.
As a startup with out an in-house design staff, Line Mobility additionally wanted a system it might really use. Artwork&Graft delivered a transparent, sensible model bible, together with modular charts and knowledge instruments that allow the staff to speak advanced concepts merely and constantly as they develop.
The visible language carries seamlessly into Line’s web site, the place a clear, intuitive format mirrors the model’s promise. There’s lots of optimism, naturally, together with a friction-free person expertise that builds on the theme of reliability.
In the long run, this wasn’t only a launch, however an act of world-building. By shaping how Line Mobility appears, feels, and tells its story, Artwork&Graft helped flip a speculative thought into a reputable imaginative and prescient for the way forward for city transport. One which we are able to imagine is feasible, and see ourselves utilizing day-to-day.
