FlexLA // Brand Identity + Campaign
FlexLA is a publicly-owned ridesharing service, designed to complement Downtown Los Angeles’ existing public transit network. It was co-launched by the City of Los Angeles and moovel, a transportation software company owned by Daimler, to take on Lyft and Uber, combating issues like driver exploitation, riders being priced-out and increased traffic congestion. Unfortunately, the service has been discontinued for a whole host of reasons, but a great brand identity and campaign wasn’t one of them.
Since FlexLA is public transit without regimented schedules, riders have the
freedom to hail a ride on-demand. The campaign reflected transit riders’
newfound independence, harkening back to the 70s – a time of self-expression,
creativity and individuality. The branding, messaging and unexpected color
palette establish 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.Here’s a closer look at some of the OOH, vehicle wraps, wheat pasting, wayfinding, and shwag (click to enlarge).
![](https://freight.cargo.site/t/original/i/37872d93d22369123faa80c5a918b4e8cfd0ce39668c3b267b7fef0a837d2dcc/FlexLA_01.jpg)
![](https://freight.cargo.site/t/original/i/eaea57b9d33f05ed52f186d4e1c92c06e177ac08df1751a71c440eeddf958dc1/FlexLA_02.jpg)
![](https://freight.cargo.site/t/original/i/4daa9b96d2310d8171ab6adc76281bcfcb8eb06d3c25c32482bb169b62059a0b/FlexLA_03.jpg)
![](https://freight.cargo.site/t/original/i/a67670fd31e4305743cb641934238253290f68174d336dc36b6b2c8b3d514dd1/FlexLA_04.jpg)
![](https://freight.cargo.site/t/original/i/e86d567c1d00c0a871694a509444408c6dd3efc71d7436c5cb1710c76dee941b/FlexLA_05.jpg)
![](https://freight.cargo.site/t/original/i/b7be14490e726975a1dcf2816ccfb673d261527aa767695c992aa5f0f1fa4a9d/FlexLA_06.jpg)
![](https://freight.cargo.site/t/original/i/20c66768a3f3dd87157a5f3687e7a6e2c8d965e08890f71a5edc3771e14d886a/FlexLA_07.jpg)
![](https://freight.cargo.site/t/original/i/9e045024b957d163459d7430f2ddb1474bc00ce3991e101d6bb6317106462020/Moovel_FlexLA_R2_C2_v1.jpg)
![](https://freight.cargo.site/t/original/i/14411671dc16ef6cb3d9e873704f071cbf906456cd0b9b87c5a0f6bf414ea2fd/FlexLA_08.jpg)
![](https://freight.cargo.site/t/original/i/aa5536e886bb50618e39548ffc95705eb20d2cfc9433e101ff10d8e54f8a3794/FlexLA_09.jpg)
As a
pilot program, FlexLA needed to command attention, especially in a place like
Los Angeles, so we targeted current public transit riders through a robust OOH
campaign and the design used the letters “LA” to reinforce that the service is from LA, by
LA and for LA. Below: headline and messaging for social posts and OOH.
![](https://freight.cargo.site/t/original/i/5aaf8718553338c696d26e482fa2607ffda25c9c16469d59e593f4330e892245/Animated-GIF-downsized_large.gif)
![](https://freight.cargo.site/t/original/i/684e9b433367dd45beae3152def57eb8016040f2746be7726dbbcf33b44a4631/Animated-GIF-downsized_large-copy.gif)