Arity Brand Refresh

Background

Car travel remains the dominant mode of mobility in the United States, with over 30 million drivers navigating American roads within a two-hour window on any given day. With so much automotive activity in the country, it is very important to be aware of factors that contribute to this usage as well as risks associated with it. To emphasize the potential of extensive and high-quality mobility data, Arity, a mobility data and analytics company based in Dallas, Texas, asked CLEVER°FRANKE to refresh their brand identity by incorporating data into their visual language. The resulting compositions not only provide Arity with a coherent visual style that is generative, but also draws attention to the importance of data in advocating for making car mobility more efficient, reliable, and safe.

Idea

The visual system we came up with to revitalize Arity’s brand identity aims to use mobility data to shape, inform, and captivate Arity’s audience. With these three applications, we show that the identity is not only data-driven, but also generative and can be adapted to multiple touchpoints.

Shape

Data shapes Arity’s identity. To reinforce this, we created a simple yet effective dot-and-dash composition that can be used in different textures, products and messages. The composition provides Arity with data-driven visual elements that shape and give character to their brand. 

Inform

The identity we created can also be applied to graphs, charts or other forms of data visualization to inform users and viewers on the vast amount of data Arity collects. Anything from traffic and driving behavior to accident statistics can be represented in different formats to communicate the insights they have gathered. 

Captivate

Combining the data and the visual language, we created informative and captivating videos and reports to showcase the full extent of the identity application. Animated stories around American driving behavior and game day crashes, for instance, use the data-driven branding to illustrate the impact of Arity’s data insights.

Relevance

While there are many efforts to reduce our reliance on car travel, we still use cars as one of our main methods of transportation especially in North America. The more data we have on mobility and driving behavior, the better we can plan policies and ensure it is as safe as possible. 

By using a data-driven identity that can be applied to various touchpoints, the brand refresh offers limitless possibilities for visually representing real world events and securing a competitive edge in the market. It not only shows how complex data can be translated into accessible and engaging formats, but also draws attention to the importance of mobility data in shaping transportation safety and efficiency.