Roundhouse Agency
Roundhouse Agency



Sharing the ride with the people of Los Angeles.

As the first publicly-owned ridesharing service, FlexLA is designed to complement Downtown Los Angeles’ existing public transit network. To reflect public transit riders’ newfound independence, our campaign harkened to the 70s – a time of self-expression, creativity and individuality. The branding, messaging and unexpected color palette established a spirited and a soulful identity, matching the bold, vibrant and colorful personality of Downtown LA’s Art and Fashion Districts as well as its multicultural community. 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.

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


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

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Merrell Social 2022


Merrell Social 2022