Flit Technologies.
Visualising a mobility software ecosystem.
Project role
Design Lead
Branding
UI/UX
Agency
Brand42
Year
2017
The Challenge
Flit Technologies is a holding company for multiple MaaS software businesses. The challenge was to create a branding system and digital presence that unites these multiple software businesses, each with different products and specialities, into a holding company with a single ecosystem of services.
The Process
To successfully name and brand products as a new collective, it was important to recognise the diversity of the business units and the product team members that operate world-wide. We worked closely with the different teams to review their existing brand and understand their respective service. We explored concepts and naming conventions spanning the natural world to a futuristic beginning, each with a connection to the principle of mobility.
Refining the creative direction
As we began to develop the routes and experimentation into a single direction. A favoured concept was using gradient lines to depict shapes, icons and the ‘Flit’ word mark, as it brought a sense of movement to the composition.
The Outcome
As a celebration of the union of multiple services, we created a brand that symbolises collective progression and embodies a "better together" strategy. The business units adopt different colour schemes across the family of products, with recognisable shapes that connect them back to the core ‘F’ brand marque. This provides a sense of individuality across the wider brand, which champions a message that mobility is better together.
