The City of Los Angeles recognized that ridesharing services like Lyft and Uber priced out low-income and disabled individuals, so they partnered with moovel and us to launch flexLA.
flexLA is public transit without regimented schedules, which gives riders freedom. With that in mind, we devolved a logo, brand identity and campaign that reflects public transit riders’ newfound independence by harkening to the '70s – a time of self-expression, creativity and individuality. The visual identity system and unique messaging established an unexpected, spirited and soulful brand while commanding attention, even in Los Angeles. flexLA reflected the multicultural community it served by matching the bold, vibrant and colorful personality found in Downtown LA’s Art and Fashion Districts.
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. Finally, flexLA took on Uber and Lyft, combating driver exploitation, expensive fares and increased traffic congestion.
Role: Creative Director
Agency: Roundhouse
Art Director: Clay Nowak
Copywriter: Nate Totten
Designer: Chris Ruppelt
Social Strategist: Sarah Biedak
Producer: Rita Badalamenti
Year: 2018