Green means go: Motto’s identity for FasterLines unleashes the power of speed and efficiency
Global strategic branding agency Motto® was responsible for developing the brand identity for FasterLines, a company that specialises in optimising service speeds in various settings such as drive-throughs and in-store checkouts. By using unique delay metrics, FasterLines aims to enhance the waiting experience for both customers and employees, offering personalised human-centred data services.
To better understand FasterLines’ essence and shape its brand strategy, Motto facilitated workshops and conducted interviews with key stakeholders. This collaborative effort, and the resulting insights, led to the creation of a clear-cut brand strategy, visual identity, and a character named Flynn, who represents the brand’s tone of voice. The visual language incorporates elements that evoke a sense of movement and energy, aligning with the essence of FasterLines.
“The FasterLines brand strategy reveals itself in every decision,” says Co-founder & Chief Strategy Officer Ashleigh Hansberger, “our italicised wordmark isn’t just design; it’s an invitation to experience speed and efficiency that the brand promises. Reflecting on the brand’s wordmark, Motto Art Director Hsiao Han Chen explains, “every design choice has to echo the brand’s promise of speed and efficiency. That’s why we opted for the Neue Haas Grotesk font for the wordmark, a choice that balances readability with modern aesthetics.” Using that as a starting point, Motto customised each letter and italicised the type to reinforce the feeling of urgency. “The slanted angle creates a visual momentum, almost like you can feel the brand moving,” Chen adds. “Similarly, the fluid curvature in selected letters adds a dynamic flair. It’s as if the letters themselves are urging you to keep up. You don’t just read FasterLines; you feel it.”
The typeface proved to be such a versatile choice that it also serves as the primary typeface of the brand. “Without being overly characterful,” Chen says, “it feels clear-headed and easy to navigate, which aptly represents the feeling FasterLines wants to give to its users.”
Additionally, the typeface pairs well with the pill shapes in the graphic system. “On the one hand,” the art director notes, “the motion of a pill shape transforming into a circle visually looks like a line getting shorter in an abstract way – exactly what FasterLines does. On the other hand, these simple, primary shapes allow us to visualise FasterLines’ data into infographic design. The shapes are not only visually interesting, but also meaningful and functional.”
Like the green of a traffic light, the green within FasterLines’ identity symbolises momentum, with a complementary palette that introduces flexibility and variety.
To showcase the brand’s story and offerings, Motto created a website as the final activation, which serves as a home for the visual, verbal, and holistic brand architecture, featuring the unique value proposition prominently. It also includes a proprietary ROI calculator, a knowledge hub for continuous learning, and carefully curated imagery that unifies the brand experience.