Urban Mobility
A strategic merger between two electric scooter and bike-sharing companies exploring a new vision for urban mobility across Latin America.
The challenge was to create a unified identity capable of connecting with diverse urban cultures while reflecting the movement, energy and realities of contemporary city life.
Rather than approaching the project from a distance, the process unfolded directly within the environments the brand would inhabit. Moving through the city by bike and electric scooter became part of the investigation itself, observing textures, surfaces, movement patterns and the informal visual language of the streets.
Tracking routes and interactions through the urban landscape revealed rhythms, frictions and behaviors that later informed the visual system and identity language of the brand.
Navigating The Process
Urban Inspiration
Patterns and forms emerging from the research process became central to the identity system, translating urban movement and navigation into graphic expression.
City blocks evolved into image frames, while movement data informed the logo and visual elements throughout the system. The work also explored interventions within the city itself, from branded ramps to sponsored cycle lanes, positioning Grin not simply as a mobility service, but as part of the lived experience and visual culture of urban navigation.
