As cities grow and the lines between work and leisure blur, yesterday's mobility solutions can't meet tomorrow's demands. Issues like traffic congestion, air pollution, and parking problems dominate urban discussions. The Berliner Verkehrsbetriebe (BVG) developed Jelbi, an intermodal Mobility-as-a-Service concept, to make cities greener and more livable. The challenge was to transform Jelbi into a bold, standout brand that is highly visible in Berlin, connects to the parent brand (BVG), and provides a seamless, supportive experience across digital touchpoints.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

"Jelbi" is Berlin slang for "Gelb“, signaling a local touch and cultural enrichment while connecting to the parent brand, BVG. To introduce this offering to a broad audience with a cohesive and impactful communication strategy, we developed a clear positioning and a distinctive, flexible brand design. The "Jelbi Pattern" consists of a few defined basic shapes derived from the city's myriad transport routes, intersections, and dynamic movement patterns. By creatively combining these shapes, we created a highly unique pattern that serves as a visual signature, permeating the entire brand presence.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

The Jelbi Pattern is highly flexible and can be seamlessly applied across all multimedia touchpoints along the extensive user journey. Visual assets such as the logo, icons, and interaction elements were derived from the pattern's components and tailored to fit each specific application. Jelbi is bold, straightforward, and ultra-convenient for both brand operators and mobility users. In partnership with our Mobility-as-a-Service partner Trafi, we translated the design into the app interface, making Jelbi easily accessible and user-friendly for everyone.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.

ZUMTOBEL is a leading manufacturer of lighting and building systems. The potential of the hardware products has not been fully exploited in the course of digitalization. To make the products smarter, more efficient and better, a comprehensive IoT platform was launched in 04/2024. An identity had to be developed for this platform that could coexist with other ZUMTOBEL brands and at the same time be experienced in line with the IoT business model.