Ulys

Ulys is France’s most iconic electronic toll pass, but they needed an identity that matched fully their DNA. It was time to move past the transactional utility of toll booths and capture the raw emotion of what they actually deliver every day: absolute freedom, simplicity, and empowerment. To become a genuine love brand, Ulys needed to completely flip the script, tear down the creative barriers, and champion a whole new vision of the open road.

Let’s face it, the road is usually associated with frustration and long waits. We wanted Ulys to boldly invite drivers to take back control and own the road. The strategy completely shifts the focus away from the hassles of the trip, transforming the road into a highway of freedom.

We used that raw, liberating feeling of an open highway as the guiding thread for the entire brand universe. Visually, this comes to life through a bold, massive typography that is incredibly flexible and playful; twisting, turning, and curving to mimic the ultimate freedom of the road with a joyful, unexpected touch. Both visually and verbally, all the barriers are completely torn down