• Strategy | Branding | Art Direction | Product
Latin America’s First Micromobility Pioneer
Yellow
Launching the first micromobility company in Latin America came with no small challenge.
We weren’t just introducing a new brand: we were introducing a completely new habit. A new way for people to move, to connect, to live in their cities.
It wasn’t only about presenting bikes and scooters. It was about inviting people to reimagine how they experience urban life.
That’s where our work began.
The Brand
We created Yellow’s brand from the ground up: from strategic positioning to the full visual identity.
This was a collaborative process with the startup’s marketing team, shaped through multiple stages and co-creation rituals.
Yellow needed more than just a strong look. It needed a message that went far beyond the product — one that would clearly express the positive change the company aimed to bring to people’s lives and to city streets.
The result: a bold, colorful, and friendly identity, anchored by a unique positioning.
"Add more color" wasn’t just a metaphor. It meant literally brightening up gray cityscapes with the yellow of bikes and scooters, but also adding warmth, playfulness, and connection to everyday life.
A little more conversation on the corners.
A little more movement in local shops.
A little more care for parks, plazas, and avenues.
A city more vibrant. And more human.
Photography & Illustration
To bring that energy to life, we worked with bold, expressive photography and simple, optimistic illustrations.
Everything in the brand system was designed to feel alive — with people at the center.
No sterile visuals, no generic backdrops. We made room for spontaneity, sunlight, and real city life.
Results
In just a few months after launch, Yellow reached millions of rides.
More impressively, it became the fastest-growing brand in Latin America to surpass a USD 60 million brand valuation. What began as a startup with an ambitious idea became a symbol of urban transformation — and a new way of living in the cities.
