Generating a brand identity using mobility data
- Client
- Arity
- Deliverables
- Visual identity
- Data-driven branding
- Promotional videos
The challenge
While there are many efforts to reduce our reliance on car travel, we still use cars as one of our main methods of transportation especially in North America. The more data we have on mobility and driving behavior, the better we can plan policies and ensure it is as safe as possible.
To this end, Arity is a mobility data and analytics company focused on improving transportation. They bring together and analyze large amounts of data, using predictive analytics to build solutions with a single goal in mind: to make transportation smarter, safer and more useful for everyone. In order to set themselves apart, they asked CLEVER°FRANKE to craft a dynamic and data-driven brand refresh. By leveraging the power of motion and animating a dotdash composition with real driving data, the innovative design system breathes life into Arity's identity.
Value delivered
We created data-driven identity assets that can be applied to various mediums. The brand refresh offers limitless possibilities for visually representing real-world events. This distinct identity helps Arity be easily recognized. It not only shows how complex data can be translated into accessible and engaging formats, but also draws attention to the importance of mobility data in shaping transportation safety and efficiency. The brand identity opens up the world of Arity for everyone, making complex mobility data visible and accessible.
Background
Our aim was to create identity assets that could be used in various touch points. Whether it is through social media messages, banners, ads, or informative videos, we wanted Arity to be able to use the design system we created and adapt it to any medium of communication.
For the brand guidelines, we established a cohesive visual identity that reflects Arity’s essence and values. The guidelines aim to polish the visual language ensuring scalability, provide clear rules on the identity’s application, and establish a solid rationale to safeguard consistency.
Phases and toolkit items used
Concept
We revitalized Arity’s brand by integrating it with motion design to symbolize mobility. We employed a dot-and-dash composition grounded in data, made up of three principles: collect, process, and analyze.
Collect
Arity collects mobility data — drawing inspiration from this, we started with a single dot that represents an entity with its own driving behavior. Through motion and movement, it fluidly transforms into a dash.
Process
The dots and dashes form the ‘visual database’ and represent Arity’s mobility data. The dash movement between the dots reflects travel data between two points, creating a grid of the US map resembling traffic.
Analyze
Various zooming and sizing methods within the grid indicate the relative intensity of traffic activity and reveal insights into mobility data.
These renewed principles acted as guidelines for our new design system and all the subsequent visualizations.
Visualsystem
Our visual concept symbolizes clarity derived from vast amounts of data. We achieve focus through a singular element: the dotdash — a dynamic shape embodying the notions of data and mobility. This creates a modular, versatile, and iconic visual language.
Arity’s visual identity system ranges from expressive to functional. We designed the brand applications on a spectrum from “feel” to “read,” serving as a guiding tool for creating cohesive brand assets.
Applications on the “feel” side lean towards the abstract, using shapes to evoke emotions. Conversely, the “read” side is more literal, where shapes clearly communicate meaning.
Designelements
Dotdash
The dotdash graphic is at the core of our visual language. Through motion, color, size, replication and layout, it can transform into infinite variations that serve a variety of communication and functional purposes. The dotdash can be cropped and rotated within the canvas. This allows for freedom of compositions whilst maintaining universal consistency — different compositions will suit different contexts and will convey different emotions.
Different sizing scales apply depending on the type of application. Applications across the expressive spectrum adhere to specific parameters, and when the dotdash serves as a functional element for tasks like data visualizations and iconography, customized sizing becomes necessary.
The dotdash ultimately merges our data-driven and motion-driven principles into a single, dynamic shape. It embodies a data point that is continuously in flux, through motion morphing between a dot and a dash.
Motion
Movement defines Arity’s identity. Our underlying motion system is compact, powerful, and flexible. Pairing the dotdash with motion unlocks a wide spectrum of moving brand expressions that manifest the identity.
The basic behavior of the dotdash shape is that it morphs from a dot to a dash through motion. The dotdash can only move in two directions along the grid: horizontal and vertical. Dotdash compositions loop perfectly, and are set up for sufficient variation and length to avoid repetitions.
Smoothmotion
This motion style resembles safe and smooth driving behavior. It results in fluent animations and overlaps occur less frequently.
Sharpmotion
This motion style resembles risky and sharp driving behavior. It results in sudden animations and overlaps occur more frequently.
Steppedmotion
The stepped motion conveys a more brisk and binary look and feel. The pattern becomes less predictable; the dotdashes could suddenly change direction.
Continuousmotion
The continuous motion conveys a smooth and seamless experience. The pattern is very predictable, and does not trigger visual attention.
Staggeredmotion
The staggered motion aims at legibility. It introduces data in a smooth, easy-to-follow manner that invites readers to continue.
Datavisualization
The way we visualize data is carefully thought-through and styled. The visualizations take the style of the dotdash shape, and use the vibrant colors of our expressive palette. Our data plots range from bite-sized and straightforward to granular, precise and scientific charts.
We envisioned three different types of data visualizations for Arity: bite-sized stats, dotdash geo plots, and deep-dive data visualization.
Bite-sized stats
Our simplest charts provide quick insights into mobility data. They convey a clear message with bold graphics and strategic use of color. The rule here is simplicity: sticking to one key message per chart.
Dotdash geo plots
Dotdash Geo Plots are a distinctive feature of Arity’s brand identity, tailored to visually represent mobility data with a sense of dynamism and clarity. Using a “dotdash pixelation” treatment, these plots display data points on geo-based visualizations, effectively grounding the data within the Arity world. The dotdash design captivates the audience with its unique and attractive aesthetic.
Trafficevents
These highly unique visualizations are ideal for crafting compelling data stories and micro-cases. Their use of the Arity color palette make them suitable for combining with bite-sized stats, enhancing the narrative. They work particularly well in motion, bringing mobility data to life and providing clear, dynamic visualizations that engage and inform the audience.
Drivingpatterns
These maps show traffic patterns in and within cities. Based on the direction of the trip intensity, the dot will morph into a dash towards this direction. Through this approach the maps get a unique branded look and feel.
Deep-dive data visualization
We transform complex mobility data into clear, actionable insights, facilitating effective communication and informed decision-making. For these plots we drop the dotdash and focus on data precision and communicating a trusting, scientific feel. These visualizations should be used to highlight key insights, trends, and the impact of Arity's data-driven solutions.
Dataforreports
Data enhances Arity's reports by adding credibility, clarity, and engagement. It supports informed decision-making and highlights the real-world impact of our solutions. We use visualizations like geographic maps and simple charts to present data clearly and consistently. Key insights are highlighted and accompanied by brief explanations for context, ensuring stakeholders quickly grasp important trends and findings.
Iconography
Icons are crafted using the dotdash shape. They are bold and simple, consistently aiming to convey a sense of motion.
The icons are characterized by simplicity and uniformity, featuring consistent line weights and 45° angles with rounded caps and corners. They are straightforward and descriptive, effectively conveying information with clarity and elegance.
Results
By including data-driven motion design in Arity’s identity, we spotlight the value of their data collection, processing, and analysis workflows. The generative design system, adaptable across mediums and touch points, not only makes complex data accessible and engaging but also emphasizes the significance of mobility data in enhancing transportation safety and efficiency.
