Context.
Foxi Cycles is a conceptual bike-sharing brand designed for London, a city where mobility services are already highly competitive.
The starting point of the project is a simple observation: existing solutions are often seen as slow, not very engaging, and sometimes difficult to use depending on user profiles.
The goal was to create a brand that makes urban mobility more intuitive, accessible, and easy to recognise in a very dense environment.
The project combines branding thinking with a system approach, while the UX part is developed separately.
Context.
Foxi Cycles is a conceptual bike-sharing brand designed for London, a city where mobility services are already highly competitive.
The starting point of the project is a simple observation: existing solutions are often seen as slow, not very engaging, and sometimes difficult to use depending on user profiles.
The goal was to create a brand that makes urban mobility more intuitive, accessible, and easy to recognise in a very dense environment.
The project combines branding thinking with a system approach, while the UX part is developed separately.
Approach.
The goal was to build a mobility brand that stands out clearly in a very competitive city like London.
I started from user needs, not to design detailed journeys, but to understand what the brand should communicate: speed, simplicity, and accessibility.
From there, the focus was on translating these needs into a clear and recognisable visual identity that works in a fast urban environment.
Approach.
The goal was to build a mobility brand that stands out clearly in a very competitive city like London.
I started from user needs, not to design detailed journeys, but to understand what the brand should communicate: speed, simplicity, and accessibility.
From there, the focus was on translating these needs into a clear and recognisable visual identity that works in a fast urban environment.
Visual systems.
The visual system is designed for a fast urban environment, where the brand must be recognised instantly.
The logotype uses a bold uppercase typeface, chosen for its stability and strong presence in public spaces. It ensures fast readability across different contexts, from digital to urban signage.
The symbol, based on the letter F, takes inspiration from the shape of a fox to suggest movement and agility. It works as a simple and direct marker of the system.
Colour plays a key role in the identity. The orange, inspired by the poppy flower, brings a strong and organic energy to the system. It supports brand recognition in the urban space and acts as the main visual anchor.
The system is built on clarity, contrast, and readability, designed for saturated environments where the brand must be understood in seconds.
Visual systems.
The visual system is designed for a fast urban environment, where the brand must be recognised instantly.
The logotype uses a bold uppercase typeface, chosen for its stability and strong presence in public spaces. It ensures fast readability across different contexts, from digital to urban signage.
The symbol, based on the letter F, takes inspiration from the shape of a fox to suggest movement and agility. It works as a simple and direct marker of the system.
Colour plays a key role in the identity. The orange, inspired by the poppy flower, brings a strong and organic energy to the system. It supports brand recognition in the urban space and acts as the main visual anchor.
The system is built on clarity, contrast, and readability, designed for saturated environments where the brand must be understood in seconds.
Primary font.
Antique.
Secondary font.
TIMUN BLACK
Body font.
SF Pro Display
Poppy.
#FF6A4C
Porcelain.
#FBFFFE
Ink Black.
#0E1116
System in use.
The Foxi system exists in environments where the brand is directly connected to urban movement.
It appears across interfaces, physical touchpoints, and signage, maintaining a consistent logic across different contexts of use.
What defines the system is not the application of assets, but the consistency of reading rules: speed, recognition, and clear hierarchy.
System in use.
The Foxi system exists in environments where the brand is directly connected to urban movement.
It appears across interfaces, physical touchpoints, and signage, maintaining a consistent logic across different contexts of use.
What defines the system is not the application of assets, but the consistency of reading rules: speed, recognition, and clear hierarchy.
Final applications.
Final applications.
Ready to ride?
