Halo By Lyft
In a world inundated with advertisements, standing out is no walk in the park. Brands must offer more meaningful experiences to connect with their audience, or entertain them at the very least. A front-runner in new ad tech hit the market with a bang. Meet Halo — a compelling advertising device from Lyft. Embodying the key motivators of the core Lyft brand, Halo's double sided high-resolution screens mount directly on top of taxi cabs in busy cities around the United States. Halo units provide immersive and entertaining media placement opportunities for brands looking to surprise and delight. As taxi cabs endlessly loop city routes, brand activations dance through the screens on top of the roof. Stop-and-go has never looked this good.
Brand Identity, Art Direction, UX/UI Design, OOH, Collateral Design
As a brand extension of the Lyft brand, our approach needed to utilize visual equity and recogniton from the Lyft brand, without losing it's own distinguishable feel. Top of mind was the necessity to convey the sophistication of the Halo unit, and the wide-range of reporting capabilities the technology offers to clients.
With Boulder-based agency Human Design, we worked with the Lyft team to construct a spirited visual language to light up the night. The outcome was restrained, championing the simplicity of black and white, with a jolt of bubblegum pink. The bespoke logotype emerged from the Lyft brand typeface, representing movement and closed-circuit connectedness. We sought tension in the identity system, developing a look that flexed corporate muscles during the day, and shut the dance floor down at night. The tone and messaging piggybacked off of the Lyft personality — with wit an humor. In 2022, Halo was brought under the Lyft Media umbrella, where it was folded into the core visual identity of Lyft.
Client testimonial
Credits
Agency: Human Design