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.
Out Of Home Media,
Visual Identity System