Line Mobility
Elevating urban transport.
A full service brand package from strategy to launch, building from the ground up, a category of one, transport told in three acts, elevated paths through 3D cities, a vision grounded in reality, motion design to change minds.
Art&Graft partnered with Line Mobility to redefine urban transport, shaping the entire brand experience from the ground up.
Art&Graft worked as a creative partner to oversee all aspects of the Line Mobility launch: establishing a meaningful and resonant design strategy that was implemented across a complete visual campaign.
From developing a bespoke visual identity including logo and brand bible to working on a 3D explainer video and full company website, the studio team delivered a full service package for Line that legitimised and solidified their brand offering.
BRANDING
Following early strategic work from Fazer, Art&Graft conducted research and strategic insights to take their identified brand pillars into a set of core design principles that could guide the development of Line Mobility’s future brand.
The Line Mobility logo is defined by a custom triangular pictorial mark, representing structural stability and forward direction: both in movement and looking to the future of travel.
Smooth, intersecting paths demonstrate the choice between continuing along our current track or choosing a new route, and a new way of travel. The logo’s shape is echoed in the design of Line Mobility’s transport pods, tying in the digital brand with physical infrastructure.
“There’s something truly special about building from the ground up, and having the opportunity to define a new visual language was a rewarding challenge. Producing both the visual identity and 3D film in-house meant we could cross-reference every deliverable, ensuring they felt perfectly cohesive.”
Ieuan Lewis, Senior Creative & Team Lead at Art&Graft
TRANSPORT IN
THREE ACTS
The launch film formed a key component of Line Mobility’s campaign, positioning them as optimistically visionary yet grounded in reality.
A three act structure based around the why, how, and what communicates information in an understandable and balanced way, presenting audiences with a clear story to follow from start to finish.
Maintaining a balance between excitement and reassurance throughout was key. Design is used as a tool to invoke trust whilst inciting hope for an aspirational but achievable future.
The first act establishes the situation today: a transport system that is overstretched, inefficient and unsustainable. It introduces the promise of Line, enticing the audience with an initial vision. Act Two follows with a grounded and reassuring explainer of how Line Mobility would work in practice.
The visuals develop from early stage renders to a fully formed reality in the final act, inviting the audience to experience the tangible payoff of Line Mobility and its potential to transform cities.
The final film contains huge amounts of detail to sell and solidify Line Mobility’s campaign, whilst concisely and effectively communicating an entire brand story.
“My role involved managing large, highly detailed scenes with complex animation, requiring close collaboration, clear direction, and constant problem-solving across the team. By pushing our pipeline and technical approach, the project challenged us to not just explain a system, but to build a believable world that explores how this transport system could reshape any city: making it greener, safer, and more vibrant for everyday life.”
Felix Weyss, Senior Creative & Team Lead at Art&Graft
As a startup company without an established design team, the final brand bible focussed on clarity and usability through a clear but impactful design system, without impacting the quality of creative.
PHOTOGRAPHY
Our photographic art direction grounds Line’s technology in the environment, creating a visual narrative defined by rich textures and a human-centric perspective.
Credits
Created & Produced by Art&Graft
Executive Creative Director — Mike Moloney
Head of Production — Tom Bromwich
Creative Director — Stephen Middleton
Senior Creative / Team Lead — Ieuan Lewis, Felix Weyss
Producer — Theo Pepper
Junior Producer — Chloe Allen
Design Strategy — Emma Caselton
Copywriting / Creative — Rohit Iyer
Storyboarding — Hsin Lin
Design — Ezgi Pancar, Paul Wilson
3D — Joshua Booth, Keanu Desmet, Alejandro Olmedo, Victor Verdugo
2D — Max Callaby, Hsin Lin
Music & SFX — Zelig Audio
Web Development — Luke Greenaway
Line Mobility
Co-Founder — Saul Singer
Co-Founder — Robert Baertsch
EVP Strategy & Infrastructure Finance — Clive Lipshitz
Chief of Staff — Teo Fleming
Fazer
Chief Strategy Officer — Todd Irwin
Head of Brand Strategy — Tom Laplaige
Managing Director — David Micklewright
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