Roundhouse Agency
Roundhouse Agency



Sharing the ride with the people of Los Angeles.


The City of Los Angeles recognized that ridesharing services like Lyft and Uber priced out low-income and disabled individuals, so they partnered with moovel and us to launch flexLA.

flexLA is public transit without regimented schedules, which gives riders freedom. With that in mind, we devolved a logo, brand identity and campaign that reflects public transit riders’ newfound independence by harkening to the '70s – a time of self-expression, creativity and individuality. The visual identity system and unique messaging established an unexpected, spirited and soulful brand while commanding attention, even in Los Angeles. flexLA reflected the multicultural community it served by matching the bold, vibrant and colorful personality found in Downtown LA’s Art and Fashion Districts.

We targeted current public transit riders through a robust OOH campaign and the design used “LA” to reinforce that the service is from LA, by LA and for LA. Finally, flexLA took on Uber and Lyft, combating driver exploitation, expensive fares and increased traffic congestion.


Brand Strategy, Campaign Development, Copywriting, Creative Direction, Media Buying, Out Of Home Media, Photography, Visual Identity System


  • Rita Badalamenti

  • Stacy Garnand

  • Robert Medkeff

  • Clay Nowak

  • Chris Ruppelt

  • Nate Totten

Moovel_Flex LA_R2_C2_v1
Moovel_Flex LA_R3_C2_v1
Moovel_Flex LA_R4
Moovel_Flex LA_R6_C1
Moovel_Flex LA_R5_C2
Moovel_Flex LA_R8_C1
Moovel_Flex LA_R8_C2

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