Lab4Mobility - Behind the event branding

For this year’s Lab4Mobility event, the Design team wanted to make it special by creating an event brand specifically tailored for the occasion.

The idea was to create something that would feel connected to our company brand, providing a feeling of familiarity, while being different enough to stand out and catch the eye. We wanted to maintain the elements and values of our brand while simultaneously giving the event its own identity.

But, why did we need a “new” brand?

Lab4Mobility is an event that door2door is very fond of and every year we make the point to improve upon the previous year’s event. It was only a matter of time until we gave this event its own visual identity. Additionally, we wanted to give a feeling of exclusivity to the participants, they would not partake in any old event but would instead join one that would feel special and unique. The attention to detail of a tailored brand would help to make them feel cared for and excited to be participating in a special event.

What was the process?

After establishing our priorities in terms of what we wanted to keep of our door2door brand (colours, shapes, etc.) and what we want to visually deliver, we started the research for different concept drafts. We all agreed on the strongest one: puzzles and building blocks. These elements became the main source of inspiration behind the branding and were used as a visual foundation.

The aim was to use deconstructed shapes to reflect the beginning of the event — where the team would approach road blockers, questions and concerns coming from the participants — and the completed shapes to reflect the end of the event — where all the puzzle pieces would ultimately come together and the final picture would be clear to the public.

It was also very important to us to be representing how dynamic the whole event would be and how crucial teamwork was — you need all the parts of an engine to work together in order to achieve a successful and complete picture. That is why we introduced moving elements, both in the printed materials and in the use of animated GIFs.

What materials were created?

We wanted to create a fun and functional “Lab4Mobility bundle”; some goods that could be taken home by participants at the end of the day to remember the event, while still being useful during the day. Something professional that would make them feel excited!

The bundle consisted of a few different components:

• A folder, the element that would keep everything together;
• Branded notepaper with their individual names on;
• The agenda of the day;
• Name tags;
• A notebook with tear-out pages;
• A little ‘Welcome to Lab4Mobility’ card with their names handwritten on.

A very important addition to the printed materials was, of course, the visuals created to support our team’s presentations, along with many fun GIFs!