Client: GM Urban Mobility

Scope: Branding, naming, brand identity and voice, launch campaign, photography, website, social, packaging and XM events.

GM: Arīv eBike

As part of General Motors’ urban mobility division, aligned with its drive toward net zero by 2030, we were tasked with naming, branding, and launching their new foldable eBike on a global scale.

What if you shifted your perspective by a few degrees? It could help shape how you view the world around you.

To help change perspectives around the urban commute we turned to the people, crowdsourcing the name for the brand. We crafted a bold name, brand identity and campaign ecosystem that asked, what if your daily commute could actually be fun.

Our campaign brought the commute to life through anamorphic perspective techniques. This curious technique perfectly echoed the Ariv's promise, capturing the e-bike’s sleek form as it rewrote the rules of the ordinary urban commute.

01 Approach

02 ‘Shift Perspective’

TVC: 60s, 30s, 15s

Collage of ARIV branding, including logo, app interface, bike, and signage in urban setting.

03 Brand Identity

A collage of six sections featuring abstract geometric designs, symbols, and text with the word 'ARIẌ' in various styles and colors.
A geometric pattern featuring blue triangles and diamonds on a dark background, divided into two sections with different arrangements of the shapes.
Two sleek electric bikes, one with a headlight turned on, against a black background. The left bike features a modern minimalist design with a digital display and a matte gray finish; the right bike has a metallic frame with a bright headlight illuminating the front area.
City street with modern buildings, pedestrians, and a large billboard advertising the Ariv eBike with the tagline 'The future is here'
Indoor entryway with two e-bikes, a plant in a white pot, a wooden bench, waterproof boots, rain boots, and shoes, hooks with jackets, a helmet, a hat, gloves, and a water bottle, and magnetic picture frames on a white wall.
A woman in a black T-shirt with blue and white geometric design walks past a concrete wall, with two black carry bags featuring similar blue geometric designs placed on a white surface.
A GM Ariv electric bicycle next to a modern, geometric display box for ARIV, featuring blue, black, and beige colors, with graphics of bicycles and the ARIV logo.
Three smartphone screens showing social media posts of a sleek, modern electric bicycle called the Ariv, highlighting its design and features.
A woman is standing next to a row of black ARIV eBikes
Multiple vertical banners advertising ARIV eBike, with messages in Dutch and English about test rides and promotions, set outdoors.
Two black electric bikes on display at an outdoor event with ARIV branding, large banners, and a marina with sailboats in the background.
Young woman riding an electric bicycle on a city street, wearing a black helmet, sleeveless black top, shorts, and slip-on shoes, with a park and black metal fence in the background.

Results

• 10 million reached

• 5 million engagements

• 1.2 million website visits