City-kit — identity design for carsharing

The palette is based on the core colors of «CityDrive"—a deep purple and green, maintaining continuity with the parent brand. A bright cyan has been added as the key accent; it symbolizes freshness, the digital environment, and openness to new ideas. Paired with white, the palette appears dynamic and high-contrast, emphasizing the youthful nature of the «CityTech» program.

I reimagined the key elements of the «CityDrive» identity, infusing them with dynamism and sharpness. The static form of the spark is elongated and tilted, transforming into a flying constellation-pulse—a symbol of forward momentum and the search for one’s path. The signature geometry is also transformed into dynamic guiding lines with a gradient, which accentuates the car’s movement within the urban flow.

The core of the «Sitica» identity reinterprets the DNA of the parent brand and its primary symbol—the «Spark.» The graphic language has been adapted to resonate with the perception and pace of life of a young audience through two key visual metaphors:

• The dynamic «Spark»: I elongated and sharpened the spark’s form, making it appear to «fly» through space. It transforms into a symbol of an endless journey and forward momentum. This is a visual metaphor for youth—a time when life and thousands of unexplored paths still lie ahead.

• The free gradient: The design utilizes a soft color transition because youth is not one fixed shade, but a wide spectrum of possibilities. The gradient reflects the multifaceted nature of choice: young people are not confined by boundaries and can confidently choose any direction, profession, style, or life path.