If cycling is already a means of transportation rival to the automobile in several cities, how come Lisbon didn’t have a system of shared bicycles?
Because of the stigma – the city of 7 hills would not be prone to transporting on 2 wheels. Supported by studies that demonstrate the growth of cyclists in the city, EMEL decided to launch the project. A courageous and relevant initiative, which reinforces its position: to contribute to a greater and better mobility in Lisbon.
*’GIRA’ when translated is ‘BEAUTIFUL’ and can also mean ‘TO SPIN’, both relating to the project and its purpose: to spin in a beautiful city.
GIRA is a cool brand, fun, close and above all colloquial; a brand that will revolve around the city, making everyday life easier for everyone.
In Portugal, people living in Lisbon are known as the ‘alfacinhas’ which in English would mean ‘lettucers’ hence the choice of this shade of green.
Identifying target audiences and early adopters made it possible to reach insights for developing an unpretentious and recognizable brand concept and verbal identity.
Because first of all, this is a project of the city of Lisbon for those who live the city every day and not temporarily, it had to be a brand that echoed in Lisbon.
And nothing is more empty than an ordinary expression.
Lisbon is GIRA or is not it?
From Lisbon to all those who live in the city, the GIRA brand communicates an agile and uncomplicated service to an equally dynamic and practical public.
It’s language must therefore be in accordance with these assumptions.