URL→IRL · Friends & family

Which world feels right?

Four possible visual identities for a playful way to turn online discovery into real-world movement. Each world now appears across the same hero, three social formats and two slides.

01Cobalt City
Bold urban play
A mixed group exploring a city street together
URL→IRL · City signal

Actions speak louder than likes.

  • Bold
  • Urban
  • Playful
  • Iconic
Five communication surfaces3 social · 2 slides
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Reply with this number: 1Cobalt City is the boldest, most primary-color and most visibly game-like direction.
02Afterglow
Living public signal
A mixed group exploring a city street together
URL→IRL · Follow the signal

Actions speak louder than likes.

  • Alive
  • Outdoors
  • Directional
  • Fresh
Five communication surfaces3 social · 2 slides
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Reply with this number: 2Afterglow feels like an outdoor signal system: alive, directional and grounded in the city.
03Between Light
Open mixed spectrum
A mixed group exploring a city street together
URL→IRL · Meet in the middle

Actions speak louder than likes.

  • Open
  • Warm
  • Expressive
  • Inclusive
Five communication surfaces3 social · 2 slides
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Reply with this number: 3Between Light is warmer, less primary-coded and more socially expressive without becoming delicate.
04Open Sky
Creative technology
A mixed group exploring a city street together
URL→IRL · Open the sky

Actions speak louder than likes.

  • Optimistic
  • Clear
  • Creative
  • Light
Five communication surfaces3 social · 2 slides
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Reply with this number: 4Open Sky keeps blue confidence but makes the overall world lighter, clearer and more optimistic.
Round 2 · Finalists, tuned

Same ideas. Color, tuned.

Feedback favored 1 and 3. These are controlled evolutions—not new identities. The same photography, typography, pixels and layouts now test both vivid energy and a softer wheatpaper expression.

1 → 1BBreak the blue–yellow dyad.

Violet-rich ultramarine keeps confidence; street coral, mint and violet move it away from flag, IKEA and sports associations.

3 → 3BRaise chroma, not paleness.

Electric violet and hot rose gain energy; aqua creates contrast and keeps the mixed spectrum open rather than cosmetic.

3 → 3CSeparate hues, soften volume.

Periwinkle, peach, mint and clay stay distinct while sharing a chalky, wheatpaper register that feels lighter and more physical.

1BUltramarine Transit
Eclectic urban play
A mixed group exploring a city street together
URL→IRL · City signal

Actions speak louder than likes.

  • Bold
  • Eclectic
  • Urban
  • Game-like
Five communication surfacesSame test · new palette
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Round 2 choice: 1BBlue remains the anchor, but coral replaces yellow as the active signal. It reads more like transit, arcade and street festival than flag or furniture brand.
3BElectric Commons
High-chroma mixed spectrum
A mixed group exploring a city street together
URL→IRL · Meet in the middle

Actions speak louder than likes.

  • Open
  • Electric
  • Expressive
  • Inclusive
Five communication surfacesSame test · new palette
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Round 2 choice: 3BThe warmer middle-spectrum idea stays intact, but stronger chroma and aqua contrast make it lively, digital and decisive rather than softly pastel.
3CChalkline Commons
Pastel public play
A mixed group exploring a city street together
URL→IRL · Leave a soft signal

Actions speak louder than likes.

  • Light
  • Tactile
  • Playful
  • Flowing
Five communication surfacesPastel · paper-first test
A group following a city trail togetherSlide · case story
Case 04 · city movement87 people followed one signal outside.Actions speak louder than likes.
Slide · proposition

From audience to movement.

URL → trail → encounter → proof
Tactile street detailReal city · real proof
Round 2 choice: 3CChalk periwinkle, pasted peach, mint and weathered clay create distinction through hue—not intensity. Wheatpaper becomes an active brand color rather than an empty background.