And what moves you?
ART DIRECTION, REBRANDING
hamburger verkehrsverbund (HVV)
Grabarz XCT / Karl Anders
Matthias Hoffmann, Moritz Pupke, Alexander Rose, Franziska Fischer, Annette Witzig
“hvv. And what moves you?” marked the transition from a traditional public transport provider to a broader urban mobility brand. Developed together with lead agency karl anders, the project translated the new hvv identity into a campaign system across OOH, digital, and motion.
Challenge
The challenge was to take a newly developed brand identity and make it work consistently across advertising formats and public space, while maintaining the clarity and character of the original design system.
Approach
While karl anders developed the core identity, our focus at Grabarz XCT was the advertising layer built on top of it: campaign concept, image direction, motion behavior, and rollout logic across formats and channels.
The system was designed to work consistently across OOH, digital, and moving image while staying flexible enough for different placements and city environments. The collaboration itself was highly interdisciplinary, with strategy, branding, motion, and campaign teams working closely together throughout the process.
My Role
Concept development and advertising implementation across campaign ideation, OOH and digital formats, motion direction, and production oversight. Brand identity was led by karl anders, while our responsibility focused on the communication system and campaign rollout.
Impact
The campaign established a cohesive and recognizable hvv presence across Hamburg’s public space and digital channels, helping make the new brand identity visible across everyday touchpoints throughout the city.
