SP—081 / Automotive & mobility · Brand platform
LANE SHIFT
A creative direction for an urban mobility brand.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop LANE SHIFT, a fictional concept for an urban mobility brand. Category conventions can drown out the everyday reasons someone chooses a vehicle. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People evaluating a vehicle or mobility service for their real daily journeys.
The strategic idea
“TAKE A DIFFERENT ROUTE.” is the central creative thought. Lead with the campaign line as an invitation. A single emblem creates recognition across the system. Connect a recognisable journey to a distinctive product silhouette. Keep technical, safety and environmental claims tied to supplied specifications.
The creative direction
An original wheel-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for LANE SHIFT. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
YOUR BRAND.
A FRESH ANGLE.
Let’s build something grounded in your audience, your offer and your next move.
Talk about your project