Jelib – A new era for unlimited mobility in Berlin.

As cities grow and the lines between work and leisure blur, yesterday's mobility solutions can't meet tomorrow's demands. Issues like traffic congestion, air pollution, and parking problems dominate urban discussions. The Berliner Verkehrsbetriebe (BVG) developed Jelbi, an intermodal Mobility-as-a-Service concept, to make cities greener and more livable. The challenge was to transform Jelbi into a bold, standout brand that is highly visible in Berlin, connects to the parent brand (BVG), and provides a seamless, supportive experience across digital touchpoints.

"Jelbi" is Berlin slang for "Gelb“, signaling a local touch and cultural enrichment while connecting to the parent brand, BVG. To introduce this offering to a broad audience with a cohesive and impactful communication strategy, we developed a clear positioning and a distinctive, flexible brand design. The "Jelbi Pattern" consists of a few defined basic shapes derived from the city's myriad transport routes, intersections, and dynamic movement patterns. By creatively combining these shapes, we created a highly unique pattern that serves as a visual signature, permeating the entire brand presence..