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.

JD&Co. developed a modular illustration system built on clarity, adaptability, and brand personality. We created visual elements that could adapt to different platforms, from out-of-home campaigns to app experiences and global marketing materials.

The illustration style emphasized Lime’s core values of accessibility and environmental consciousness while establishing a cohesive, modern visual language across touchpoints. We also developed outdoor illustrations with a strong sense of place and human warmth, helping Lime communicate its message in urban environments around the world.

The new illustration system provided Lime with a unified creative foundation for global campaigns and internal teams. It strengthened visual consistency across platforms and helped communicate the benefits of shared electric mobility through friendly, accessible illustrations.

Designed for flexibility and scalability, the system supports a wide range of brand applications, from digital experiences and marketing campaigns to city-specific mobility initiatives.

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