Creating a distinctive brand for an AI-driven road safety product with a commitment to vision zero
Obvio.ai is reimagining urban safety through AI-driven traffic surveillance. Headquartered in San Francisco, they partner with local authorities and traffic departments across the US to revolutionize road safety. Our work focused on developing a human-centric brand identity that communicates their ambitious "Vision Zero" mission—eliminating all traffic fatalities and severe injuries while increasing safety, health, and equitable mobility for all.
Obvio.ai emerged with a powerful vision: to create cities where traffic accidents, injuries, and fatalities are reduced to zero. Their AI-powered surveillance technology offers real-time monitoring, incident detection, facial recognition, and intelligent traffic management—but they needed a brand identity that would humanize this sophisticated technology while clearly communicating their life-saving mission.
What we did
— Brand Messaging and Positioning
— Visual identity
— Strategy Development
— Art Direction
The challenge was to develop a brand that balanced technological innovation with human outcomes, emphasizing that Obvio's purpose isn't just about advanced AI, but about creating safer, happier communities where people can move freely without fear.
Understanding the relationship between safety and happiness
Our team collaborated closely with Obvio's cofounders through extensive brainstorming sessions focused on the company's vision and core values. Together, we explored the fundamental connection between road safety and citizen happiness—the simple truth that safer people are happier people.These discussions led us to the "Vision Zero" concept, which became the foundation for the entire brand identity. We expanded on this concept by examining the correlation between citizens' road safety and their overall well-being, creating a conceptual framework that would guide all elements of the brand system.
Zero accidents, maximum impact
Our strategic approach focused on highlighting the direct relationship between reduced accidents and increased happiness. The brand strategy centered on three key pillars:
Vision Zero: Creating urban environments with zero traffic accidents, zero injuries, and zero lives lost.
Directly Related: Communicating that road safety directly translates to happier, fuller lives for citizens.
Obviously Integrated: Showing how Obvio's technology seamlessly integrates with city infrastructure to create safer urban mobility.
This strategic foundation gave Obvio a clear platform to differentiate themselves from competitors that focus solely on technological capabilities without connecting to human outcomes.
Human-centered design for technological innovation
The visual identity system balances technological sophistication with approachability, reflecting Obvio's commitment to human-centered innovation.
The logo features a distinctive double arrowhead symbol representing the relationship between reduced accidents and increased safety/happiness. We deliberately crafted it with softer, rounder edges to appear more approachable and human-centered, symbolizing progress toward a safer, accident-free future.
Since the brand would exist in physical urban environments, we developed a color system with high-visibility saturated tones that stand out from natural surroundings, complemented by earthy neutrals that ground the brand and create a harmonious balance between innovation and approachability.
The unique geometry of the logo provided rich opportunities for system expansion. We developed custom icon sets and numerical figures built on the same grid structure as the logo, creating a cohesive visual language unique to Obvio that maintains brand recognition across diverse applications.
The Obvio brand system was designed for versatility across multiple touchpoints—from digital dashboards and mobile applications to physical signage and urban infrastructure.
The resulting brand identity successfully positions Obvio.ai as both innovative and human-centric—a critical balance for technology that serves public safety. The visual system distinctly sets them apart in the AI safety sector while clearly communicating their core mission of creating safer, happier communities through technological innovation.
The "Vision Zero" concept is now embedded throughout all brand elements, giving Obvio a powerful platform to communicate their vision to stakeholders ranging from municipal partners to citizens. Most importantly, the brand embodies their fundamental belief that advanced technology should ultimately serve human wellbeing and happiness.
