If you’re like me, an elevator ride is a stressful. As the urban landscape becomes more vertical, and elevator rides more frequent, how do we recast them as pleasant experiences?
Sometimes a simple idea is all you need. Conveying the concept of vertical transportation across all messages was an obvious one for us.
We started by looking for a graphic system bold enough to carry all the communication needs. Built upon a powerful typeface and a simple idea, this graphic gesture allowed us to place the vision at the heart of the identity. A new logo grew from it, naturally. Making the logo an extension of the graphic system rather than an isolated signature was necessary to give the new identity its full power.
In finding a tone of voice for Mitsulift, the challenge was to turn elevators from mute, technical objects into living beings with impact on our urban lives. Since the basis for the right words are the ideas behind it, a good deal of research went into finding inspiring content on elevators and how they behave. Mitsulift’s tone of voice is accessible, content-rich, and inspires rather than explains.
Mitsulift’s daring visual identity reflects the company’s ambitions. The visuals have contrast and hierarchy, which makes Mitsulift recognizable. All embedded in an effortless grid, conveying simple ideas in a natural way. We collaborated with Design Republic in Beirut for all implementations.