Aimo is a highly technical company. However, our approach was to keep the mechanics behind the scenes in order to lower entry barriers as much as possible. Consequently, When we did the redesign we developed a relatively simple and strict graphic groundwork of black and white. On top of that, we placed a layer of fun and quirky to trigger excitement. We found inspiration in aimo’s Japanese heritage and let manga aesthetics, intriguing illustrations, colors and icons create a feeling of ease and playfulness. This made aimo not only the smartest, but also the friendliest, car company.