Hiyacar wanted to challenge the traditional idea of car ownership.

In a world where almost everything can be shared, why should cars be any different?

To launch the brand, we created an out-of-home campaign designed to stop people in their tracks and introduce a new way of thinking about getting from A to B.

We designed a bespoke typographic system inspired by Hiyacar's newly evolved brand identity.

The custom typeface became the hero of the campaign, transforming headlines into bold graphic statements that were impossible to ignore. Vibrant colour, oversized typography and playful compositions brought a sense of energy and optimism to a category often dominated by functional messaging.

The campaign was tailored to the communities and cities where the service operated, allowing messaging to feel local while maintaining a consistent visual identity across every touchpoint.

The result was a distinctive out-of-home campaign that positioned Hiyacar as a smarter, more locally connected alternative to traditional car hire.