Sitik — the youth initiative of CityDrive
Competition: Conceptual Identity and Wrap Design for a Car-Sharing Vehicle
Image from the CityDrive brand book
CityDrive — a urban mobility platform featuring a fleet of over 18,000 vehicles across six Russian cities.As part of the competition, the brand proposed a vision for CityTech—an experimental direction aimed at the 18–30 age group that is bolder, more visible, and freer in its visual solutions, yet remains integrated with CityDrive.
Illustrations from the «CityDrive» brand book
Research
The work began by studying the CityDrive brand book. The primary source of inspiration was the brand’s illustrations: vibrant, dynamic, and executed in the aesthetic of graphic novels. I used this expressiveness as the guiding standard for Citytic’s visual language.
The concept also retained the «Spark, ” a key stylistic element of CityDrive that ensures the new direction is recognizable as part of the core brand.
Концепция
For a young audience, a car is a form of self-expression, a part of urban culture. And the most urban culture—the kind that lives right on the streets and in transit—is graffiti.
This gave rise to the idea: CityCar is a car as if it were decorated by writers, but decorated in the signature colors and forms of CityDrive.
The «Spark» became the key connecting element. In the main brand, it sits neatly above the rear wheel, but on the Citic, it explodes—transforming into sharp graffiti rays that fly out from the wheel along the entire body, giving the car a sense of motion even when parked.
