CITIC—YOUR CITY. YOUR RULES.
Citic is an experimental visual direction from Citydrive tailored for a young audience. I wanted to create an identity that feels less like another corporate style and more like an organic part of the urban environment—vibrant, bold, dynamic, and slightly unpredictable.
The core of the concept is the idea of motion and self-expression. The vehicle becomes not just a means of transport, but a noticeable element of the city that reflects the character of its driver.
THE SPARK THAT SHAPES CHARACTER
I built upon the familiar visual connection with Citydrive—the signature «spark”—but reinterpreted it in a freer, more graphic form. It transforms into a collection of energetic brushstrokes, symbols, and handwritten elements.
The lime and purple colors create contrast and help the vehicle stand out in the city traffic. Black and white serve as the foundation upon which the graphics achieve particularly striking visual impact.
This is how Citic’s unique visual language emerges—it is not perfectly polished and sterile, but alive and slightly rebellious.
„YOUR CITY—YOUR RULES“
The main principle of the identity is the freedom to be oneself.
Therefore, the graphics incorporate short messages, hand-drawn signs, arrows, dynamic lines, and elements reminiscent of street sketches. They create a sense of movement even in a static image.
The phrase „Your city—your rules“ becomes a key message of the concept: Citic does not dictate what the driver should be, but leaves space for their own route, rhythm, and character.
AN IDENTITY THAT ROLLS THROUGH THE CITY
Special attention was paid to how the system functions directly on the car.
The wrap is designed so that the graphic elements continue to flow across the body: from the front to the sides, and then to the rear. The large „CITI“ logo ensures instant recognition, while the lime and purple strokes add a sense of speed.
Furthermore, the system is not limited to the vehicle—its elements can be utilized in digital communications, social media, advertising materials, and other media.
CITIC IS MORE THAN JUST A CAR
It is a visual character of the city.
It can drive through the center, park in a courtyard, or flash by in the traffic—and in any case, remain recognizable. This is why the identity is built around simple, scalable elements: the logo, the spark, the color, dynamic graphics, and short messages.
The result is a system that preserves…
