An experimental continuation of CityDrive for those aged 18–30 who want to drive in a way that is centered on them.
Car-sharing that has your back
Observation
In carsharing, a vehicle has no owner and therefore no character. Today it’s yours; tomorrow, it’s someone else’s. Yet, people aged 18–30 are accustomed to everything around them having a voice: applications, feeds, and messages. For this audience, the messenger is the primary medium of communication, but when on the road, it is silent: both iPhone and Android have a «Driving» mode with an automated reply stating, «I can’t talk; I’m driving.»
This auto-response became the starting point. Everyone knows it, and it requires no explanation. Yet, it speaks to care—the very care embedded in the CityDrive slogan: «You’re at the wheel, we’re by your side.»
Concept
The body transforms into a messaging interface. On the left, you speak; on the right, Sitik replies. The slogan ceases to be a footer line and becomes a dialogue read around the curve of the vehicle.
The cityscape doesn’t rejuvenate the brand. It changes the way it speaks: instead of a marketing statement on the body, there is a line with an author, intonation, and addressee.
Logo and symbol
The Spark, the main recognizable element, changes its role. Behind the rear wheel, it remains in place but becomes the tail of the bubble. This preserves the key element: the Spark is still visible from a distance, and with it, the vehicle gains a voice.
Stylistic Element and Typography
The language is derived from what users see in interfaces every day, but it functions differently on a physical surface than it does on a screen.
Palette
