Circuit
A brand that feels at home wherever Circuit goes.
About the project
Circuit has been running one of the smartest ideas in transportation since 2011: an affordable, on-demand shuttle service that partners with cities to make getting around easier. Eight million rides and 40+ locations later, the service had outgrown its look. That’s why Circuit came to your friends at TCW for a complete brand update—one that felt less like a pilot program and more like the powerful network connecting cities across the country.
We built Circuit a brand that travels. Get it? It’s a transportation joke. Working across strategy, a complete identity system, and a healthy dose of clever copywriting, we created a unified design system with enough flexibility to feel at home in every community it serves. Wherever Circuit goes, the promise stays the same: a clean, friendly, genuinely local way to get around.
A fleet in motion
We saw an opportunity in Circuit’s fleet to treat every vehicle as the brand’s biggest, most visible touchpoint. A billboard on wheels, if you will. We cooked up a fresh vehicle wrap that’s instantly recognizable from down the street, with some nice little details up close.
The Circuit
At the core of the system is the circuit itself: a continuous line that moves, turns, loops, and explores. It is, of course, a metaphor for the journey riders go on via Circuit. Naturally, we built a generative tool to create the line patterns, which are used everywhere, from the website to billboards and more.
Framing for All
We created a set of minimal graphic frames referencing silhouettes from road signage. These can easily be used to frame imagery, video, maps, and more.
The Circuit
At the core of the system is the circuit itself: a continuous line that moves, turns, loops, and explores. It is, of course, a metaphor for the journey riders go on via Circuit. Naturally, we built a generative tool to create the line patterns, which are used everywhere, from the website to billboards and more.
Services
Client
Circuit