In 2025, following Freenow’s acquisition by Lyft, it was the right moment to modernise and simplify the brand’s design system — letting go of some elements while refining the brand palette and overall look and feel.
Grounded in brand diagnostics and aligned with evolving creative structures and production ambitions, the simplified palette was designed to strengthen brand salience at scale and express a clearer, more confident, and more modern brand personality within a fast-growing category.