Idea
One spark—countless personalities.
The city brings together diverse people, moods, and lifestyles. The core idea of the «Citica» identity is individuality: everyone has their own character, style, and way of experiencing the city.I translated this concept into the brand’s visual language. The identity is built on contrasts: vibrant colors, varied typography, dynamic patterns, and bold compositions create an energetic and multifaceted style.The signature spark, inherited from CityDrive, has been reinterpreted—its clipped edges give the shape a sharper, bolder, and more noticeable presence, reflecting the character of the youthful sub-brand.The graphic system constantly evolves, adapting to different characters and scenarios while maintaining recognizability through shared visual elements. One signature form unifies many diverse personalities.It’s not about cars, it’s about people. Therefore, the focus of the communication is not the vehicles, but the stylish young people, their lives, emotions, and spontaneous decisions. The brand showcases a lifestyle one wants to be a part of.
The Idea of Decals
The custom design acts as a stencil for real urban textures: concrete, paint, graffiti, and marks from the street environment. This gives each vehicle a unique character while ensuring the entire fleet remains a cohesive and recognizable system.
