Tulia

The challenge

A service brand whose most visible touchpoint is a moving vehicle seen for four seconds.

The insight

A brand that moves has to be recognised before it is read.

The thinking

We built a geometric pattern system from a single motif so the identity could be recognised at any crop, any speed, any fragment.

Process

Pattern tested at 60km/h before it was tested on paper. Colour chosen for dust, glare and dusk.

Execution

Fleet livery, signage, uniforms and a pattern library that never repeats identically.

Outcome

A vehicle that is identified from behind, at distance, in traffic.