Circuit
The Collected Works rebranded Circuit, with more than 10 million rides in over 50 communities across the United States, as public infrastructure rather than a mobility startup. One brand, modern and optimistic but familiar and dependable, now feels at home in every city, down to its street names and landmarks.
Client
Circuit
Credits
Brand Strategy, Brand Identity, Art Direction, Copywriting, Environmental Design, Motion Design, 3D Modeling & Rendering, Generative Design: THE COLLECTED WORKS. Creative Direction: Justin Colt, Jose Fresneda. Strategy: Justin Colt, Jose Fresneda. Design: Christian Townsend, Vincent Drayne, Yasmin Mukino, Zedan Peng. Motion Design: Yasmin Mukino. 3D: Christian Townsend, Henry Allan. Project Management: Justin Raymond Park. Circuit Team: Alexander Esposito, James Mirras, Ian Wareham, Matt Spangler (Brand Director). Client: Circuit.
Typography
The brief
Circuit was founded in 2011 and operates in more than 50 communities across the United States, yet the way people use it is deeply local: to get groceries, to reach a doctor’s appointment, to get to work, to go out to dinner, or simply to get around their own neighbourhood. When the time came to rebrand in 2025, The Collected Works chose to see Circuit less as a mobility startup and more as a piece of public infrastructure. The brand had to feel modern and optimistic, while staying familiar and dependable for every community it serves.
The system
The answer is one Circuit brand, a single system flexible enough to adapt to every city it enters without changing at its core. Street names, neighbourhoods and landmarks can all become part of it, giving each market a personality of its own while it stays recognisably Circuit. At its heart is what the studio calls the Circuit: a continuous line that can move, turn, loop and intersect, drawn with a custom generative tool and an expandable library of continuous-line graphics. The typography pairs Stadt by Public Type with Haffer by Displaay Type Foundry.
The identity
On the road, the identity lives on the fleet. The wraps pair a subtle green with a large custom wordmark, so a Circuit car can be recognised at a glance without being tiring to look at. While the new wraps rolled out, the studio made high-fidelity renders that Circuit could use straight away in presentations to local governments and communities. The generative tool and its growing library let Circuit’s own team keep drawing new versions of the line for digital, motion, campaigns and billboards, without going back to the studio for every piece.
Outcome
In 2024 Circuit carried 1.9 million riders and avoided more than 1,450 tonnes of CO₂. Rebranded in 2025, it now has one brand for every community it serves, and a system its own team can keep using, city by city.
