Ambici is an initiative of the Barcelona Metropolitan Area to expand the bicycle transportation network and promote its sustainable use. The name is a play on words combining AMB (Barcelona Metropolitan Area) and “amb” (a preposition that means “with” in Catalan). Hence AMBICI, which sounds like “on a bike” and explains how you get around. A simple and direct solution for a wide audience. This project won a LAUS Award in 2024.
The visual language is simple and vibrant: clean geometric shapes and dynamic typography, a bold color palette, and clear, friendly messaging that reflects a commitment to the environment.
Brand application
Campaign
