Loovo: A biophilic ridesharer system.
Project: Loovo
Task: Envision a sustainable innovation for transportation.
Concept: A biophilic ridesharer pod
Imagine a ride so seamless it feels like a deep breath. Crafted from nature, moving with purpose, and built to leave no trace behind. The concept for Loovo was around how we can make transformation less stressful, more affordable, and actually enjoyable. Not just something that transports you from point A to B, but a meditative journey, a quiet revolution in the way cities move. Our team created a concept envisioning what that future would look like and how we would carry that theme over in a product innovation, brand, and business ecosystem.
Challenge: Finding a smarter, clearner way to move people around the city that integrates existing infrastructure. Additionally, exploring problems with existing transportation systems, with a specific analysis of Los Angeles transportation current options and issues.
Focal Point: I created the campaign concept “Dear Urbanites / Onward, Loovo” and the corresponding brand video for investor pitch decks.
ArtCenter Master of Design (MDes)
Studio I | Instructor: Liisa Puolakka
Team: Nadia Khabbaz, Matt Turney, Brennan Gerald
Topic: Sustainability | Transportation
Tone: Adaptive | Tranquil | Future-folk
Role: Brand Strategy Collaborator | Project Management | Campaign Concepting
Goal: Reduction of Carbon Emissions | Urban Harmony | Sustainable Innovation
Media: Investor Deck | Brand Video | UX APP | Product Mockup using AI | Campaign
Concepts: Alternative Energy | HEMP Technology | Biophilic Design
PROJECT OVERVIEW
RESEARCH & ANALYSIS
The urban mobility space is saturated with offerings that either fall short on reliability, sustainability, or user experience. Across the board, existing solutions expose critical gaps. We looked closely at Bird, Lime, Waymo, Zoox, Uber, and Tesla. Then, we did competitive analysis on each brand’s services, identities, and competitive advantages to find the gaps in transportation.
COMPETITIVE LANDSCAPE
Loovo is positioned in the upper-right quadrant of the competitive landscape—Eco-Luxury + Transformative Innovation—because it uniquely blends cutting-edge sustainability with a radically new user experience in urban mobility.
Loovo sits in the upper right quadrant because it’s not just a better ride—it’s a better relationship with the city.
It blends:
Sustainability (eco-luxury)
Mindfulness (tranquil design)
Innovation (transformative, tech-integrated system)
MACROTRENDS
OPPORTUNITY AREAS
While competitors struggle with reliability, clutter, and overpromised autonomy, Loovo introduces a biophilic, self-driving pod experience that is both emotionally resonant and technologically sound.
Macrotrends like sustainability focus, renewable energy regulation, and urban population growth demand cleaner, calmer, and more scalable mobility solutions. Loovo directly aligns with these demands by using a renewable HEMP fuel battery.
Loovo’s strategic use of underutilized bike lanes addresses urban congestion head-on, while its hemp-powered, biodegradable design caters to the accelerating demand for eco-conscious innovation.
As the market moves toward automation and shared mobility, Loovo differentiates through adaptive design and human-centered experience, delivering not just transit, but tranquility, connection, and purpose.
BRAND VALUES
Adaptability isn’t just something we do; it’s how we keep pace with the pulse of progress. We’re tuned to the rhythm of the city—flexible, responsive, and built to grow with it. Every decision is sleek, every design advanced, and every detail human-centered. With each shift and turn, we stay sharp, crafting solutions that feel like they’ve always belonged.
Tranquility isn’t just what we offer; it’s how we make every journey feel purposeful and complete. In a world that never stops moving, we’re here to create spaces that let you breathe. Each element is crafted to be mindful, every experience brings a touch of zen, and our design philosophy is wholly restorative.
Driven by a vision of what’s possible, we embrace a future-folk approach that’s rooted in commitment to both the planet and the people who call it home. We lead with a deep sense of awareness, striving for harmony in every choice, and stay fully committed to building a future that lasts.
VISUAL IDENTITY
Identity designers: Matt Turney and Nadia Khabbaz.
Loovo’s visual and tonal direction was deeply inspired by biophilic design principles and the tension between city life and inner stillness. The team was drawn to the idea of creating a product experience that feels like a breath of fresh air and a spa-like experience. The goal was to design in a way that was visually calm, emotionally grounding, and beautifully simple.
Logo
A flowing script logotype with linked "o"s symbolizing modular pods. The movement in the script suggests adaptability and connection—designed to reflect the flow of urban bike lanes.
Typeface: Sofia Pro
Rounded, clean, and modern. Evokes clarity, friendliness, and ease of navigation—essential for both physical and digital brand touchpoints. Using lowercase headlines conveys the feeling of soft, approachable, ease.
Color Palette
The color palette reflects natural materials, while soft gradients and circular forms evoke organic flow and ease.
Pattern System
I made the Loovo pattern to reflect both human connection and the rhythmic flow of bike lanes.
Inspired by movement and circulation, the pattern is versatile and scalable—applied seamlessly across digital, print, and product design.
Photography Style
Golden-hour tones and soft glows create a calming, ethereal atmosphere. Combines close-up shots with expansive environmental scenes. This duality allows for expressive detail and narrative-driven context. Seamlessly blends infrastructure (bike lanes, train tracks) with natural elements (trees, flowers), reinforcing Loovo’s core values: adaptability, sustainability, and coexistence.
APPLICATIONS
Campaign Concept:
Dear Urbanites / Onward, Loovo
This concept is built like a love letter to city dwellers—those navigating the hustle, the overstimulation, and the gridlock of modern urban life. By addressing the audience directly with "Dear Urbanites," the campaign humanizes mobility and reframes transportation as a personal, almost meditative ritual.
It’s a call to rethink the rhythm of city living and an invitation to choose a smoother, quieter, more conscious path. The closing phrase “Onward, Loovo” serves as a signature that signals both future-foward direction and care, positioning the brand as a thoughtful guide into the future.
The campaign blends our values: Future-Folk, Tranquil, and Adaptive. It visualizes what commuting could feel like if designed with empathy and eco-awareness.
Slogans:
Pause. Breathe. Go.
Change, move go: flow with Loovo.
Renewable energy for unstoppable cities.
Redesigning urban mobility, one pod at a time.
Ride with purpose.
A calmer connection for the modern city.
The rideshare system that moves with your city.
Seamless journeys, sustainable futures.
Tagline:
Creating cities that breathe.
* Some images and videos in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.