Mobility · Copenhagen, Denmark
Dribe
A brand identity for a new way to drive.
Owning a car in Denmark costs up to 2.5× more than in the US. Dribe set out to change that with an all-inclusive car subscription. The company needed a brand with enough personality to win over young, urban drivers, and a system strong enough to stretch across a consumer app, a B2B fleet portal, and the web.
I designed the Dribe visual identity, user experience, and interface from the ground up, so the brand and the product were built as one system from day one.
The impact
- 0 → 2,000members within 18 months of launch
- Top 3car subscription providers in Denmark
- 1 systemone identity across B2C, B2B, and web
Phase 1 · Discovery
Finding a voice that stands out in Denmark
We ran on-site discovery workshops with the Dribe team in Austin to set the brand direction. In a market as design-literate as Denmark, a safe, generic look would have been invisible, so we chose a modern hand-drawn illustration style to give the brand warmth, wit, and instant appeal to a younger audience.
Phase 2 · Identity & system
One visual language for B2C and B2B
A logo suite (Dribe, Dribe at Work, Dribers Club), a signature magenta, typography, iconography, and illustration, all codified into a design system with grids, buttons, forms, and alerts. Every element was designed to carry the brand into the product, not just the marketing.
Phase 3 · Brand in the product
Personality in every screen
The illustrations, the magenta, and an editorial serif carry through every screen, from browsing cars to the Dribers Club loyalty program. Interviews with Danish users surfaced strict EU privacy and ID-verification expectations, so onboarding was designed to feel reassuring rather than bureaucratic.
Original design files
Dribe
Case study deck, 9 slides. Brand discovery, identity system, consumer app, and B2B fleet portal, straight from the working file.
