Lime

Brand animation assets illustrating Lime’s diverse riders

Project 01: Lime

Participants

Creative Direction — Jong Woo Si, Cat Wyatt
Lead Design — Aage Vetter
Design — Sarah Zoon-Dempe
Animation — Steve Snygin

Project Overview: As the world of transportation shifts toward electric mobility, Lime has become a global household name—committed to building a future where transportation is shared, affordable, and carbon-free. JD&Co. collaborated closely with Lime’s internal creative team to develop a modular illustration style and scalable system that expresses Lime’s personality while strengthening the brand’s overall identity.

Keywords: Illustration / Social / Website

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Brand animation assets illustrating Lime’s rider

The Challenge

Lime came to JD&Co. during a pivotal moment: micromobility was rapidly expanding, and the brand needed a unified visual language that could scale globally while staying true to its mission of sustainability. The challenge was to create an illustration system that felt human, eco-friendly, and unmistakably Lime, yet flexible enough to adapt across digital, product, and out-of-home environments.

The Solution

JD&Co. developed a modular illustration system built on clarity, adaptability, and brand personality.We crafted visual elements that could expand or contract based on platform needs—ranging from out-of-home campaigns to app experiences and global marketing assets. The illustration style emphasized Lime’s core values of accessibility and environmental consciousness, while creating a cohesive, modern visual language that elevated the brand across touchpoints. Additionally, we designed OOH illustrations with a strong sense of place and human warmth, ensuring Lime’s message remained impactful in urban environments around the world.

The Results

The new illustration system provided Lime with a unified creative foundation that supports global campaigns and internal teams alike. It strengthened brand recognition, improved consistency across platforms, and helped Lime communicate complex transportation benefits through visuals that feel friendly, clear, and sustainably driven. Lime’s refreshed visual identity continues to support major product launches, partnerships, and city-specific mobility initiatives across the world.