FlexRoad Branding

When the Indiana Department of Transportation saw an opportunity to use technology to reduce congestion, lower traffic incident rates, increase travel time reliability, and create an overall smoother ride on the Borman Expressway (I-80/I-94), they knew they would need a compelling, memorable way to share the solution with riders and the community.

This project is a first-of-its-kind for Indiana, and they wanted to develop an integrated brand identity that spoke to modernization, reliability, and safety across a variety of touchpoints. The name and logo are meant to highlight the flexibility of a reactive roadway system, while the addition of the tagline (both on its own and as part of the responsive logo system) speaks to the reliability of addressing traffic incidents early, and how this allows traffic to continue flowing around them.

The responsive logo system allows for a variety of branded applications. It also allows room to be expanded or condensed as needed to highlight the project itself, the project’s location, or to fit potential future applications of this technology across the state.

Ultimately, this brand has been applied to videos, templates, 3D animations, public engagement meeting promotion and wayfinding, icons, social media content, website, graphics, reports, voiceover, and copywriting.