Challenge de la Mobilité, a new look and great ambitions
Clients Albert Amicale Creative - Design
Pitch
This national challenge encourages employees from companies and public organizations to adopt low-carbon transportation for their daily commutes.
Team
Julia Guimbaud - Webflow Developer
Loana Gentric - Product Lead Designer
Corentin Picard - SaaS builder & No-code Expert
Alizée Fillon - Product Owner & Designer
Sylvain Krummenacher - Product Owner
Bastien Hemery - Motion Designer
How do we encourage people to take their bikes instead of cars?
That's the mission The Challenge gave itself and so does our team for this project. In fact, the Challenge has been existing since 2015, motivated by ADEME (Agence de l'environnement et de la maîtrise de l'énergie - Environmental and Energy Control Agency).
Cars account for 74% of communes especially in rural areas.
Having living in Paris for six years during my college years, I never once needed a car to go to work. But since moving to the South of France, getting a driver's licence and a vehicule quichly appeared essential.
Over the years, I've seen many initiatives in my town aimed at giving better access to public transports : city buses, bike lanes, regional train, regional buses...
However, companies and local authorities could benefit from support to better promote their initiatives and assess how effective they truly are.
The Challenge's mission
Encourage companies, local authorities and employees to rethink their daily commutes by choosing modes of transport that are more environmentally friendly and beneficial for their health.
One workshop to grasp the Challenge's new direction
I find it very beneficial to adapt my Brand Canvas framework to the context and needs of each project. During our introductory meeting, Alizée and Sylvain shared the complexity of merging two main goals of this rebranding: modernizing the brand while maintaining a consistent message for local authorities who have grown accustomed to the existing branding over the years.
The former branding was led by the ADEME institution. Now that it is fully handled by Albert l'Amicale Creative Agency, it is free to evolve into something new.
"The brand archetype workshop really helped us clearly understand the personality of our brand."
The brand archetype workshop consists of choosing the character your brand will embody. From the start, we wanted the Challenge to be personified—to become a character people would remember.
Therfore, it became clear that the Challenge would need a mascott to embody it's personnality which we discussed during this workshop.
Two brand archetypes emerged from our reflexion and discussions - The Hero and The Explorer.
The Hero embodies bravery, candidness and honesty. Brands like Nike, Adidas or FedEx choose The Hero as their Brand Archetype.
The Explorer is fearless, exciting and daring. Brands like The North Face, Jeep or Pantagonia choose The Explorer as their Brand Archetype.
Brand & Product
How did we document and organize our workflow to create a cohesive brand across different platforms—website, product, print materials, and more?
Establishing a Brand Platform and a Brand Book
The Brand Platform and Brand Book are not just deliverables—they both play a crucial role in determining the success or failure of your brand’s expression across different mediums.
My role was to make sure those documents were acknowledged by everyone that would use the brand at some point.
Design system for a very expressive brand
Throughout the years, I’ve come across very sophisticated brands that pushed the boundaries of expressing their identity through design. I wanted to bring that same approach to the Challenge—while staying within budget and maintaining close collaboration with the client.
With that in mind, every element of the design system, UX, and UI I created was rooted in the brand’s essence.
For example, the XL buttons on the homepage emphasize the brand's boldness, echo the shape of Julio (the mascot), and support accessibility.
Another example is the loading screen for the dashboards—Julio’s wink is a small detail, but it reinforces the brand’s identity and makes it more memorable.
Looking ahead, as the project grows, we’ve discussed bringing Julio even more to life. Some of my ideas include subtle motion animations that would further highlight the brand’s core theme: mobility.
Everybody loves Julio. It's very different from the former brand and it's refreshing.
There is a potential partnership with a big tech company in carpooling - they love the branding!
Sylvain, Project owner
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