A smarter, safer way to move
Client
Strutt
Deliverables
Brand strategy
Naming
Brand identity
Digital design
Exhibition
Year
2024
Credits
Strutt design team
Strutt is dedicated to creating world-leading personal mobility products utilizing advanced technology (sensors, algorithms, and smart hardware). The goal is to eliminate social stigma and ensure people with reduced mobility can move freely and independently.
Our role was to meet this ambition by crafting a distinctive, inclusive, and modern brand. We focused on translating Strutt’s complex, proprietary technology into a clear, simple, and emotionally resonant visual language.
Logo
Inspired by their proprietary evSense (Smart Drive Assistant System) technology, the Strutt symbol is a visual representation of continuity and assistive support. It is designed to reflect Strutt’s role in guiding users safely forward, promoting independence and seamless mobility.
As populations age and urban environments continue to present barriers to accessibility, Strutt is proactively taking on this complex challenge.
Type
EK Modena is a modern reinterpretation of typographic futurism. Its unique balance of curves and edges reflects both humanity and technological development.
The TT Grid
Inspired by the double ‘T’ in the brand name, the identity grid system forms a layout structure with three main areas that establish clear hierarchy and balance. This system remains highly flexible, allowing vertical and horizontal lines to shift to accommodate diverse content.
Colors
The brand colour palette is inspired by Strutt’s core technology. The technology visualizes data using bright yellow tints to softer, desaturated hues to map out obstacles and elevated areas, providing a direct basis for the identity’s color range.
Strutt fuses technology, design,and uncompromising engineering to elevate what a mobility product should be.
With a focus on clarity and accessibility, the brand is designed to work consistently across digital and physical environments.
Visual system
The design adapts seamlessly, making the brand feel approachable and distinctly Strutt.
For CES, we created an exhibition booth together with the Strutt team, built around the concept of elevated mobility.
Exhibition booth for CES
Clear structure, soft colors, and focused lighting bring the concept to life. The layout guides visitors naturally, keeping attention on product displays and key features.
