Circuit

Studio Dumbar2023ProjectInterview

2 Oct

Project

A brand that feels at home wherever Circuit goes.

Circuit operates in more than 50 communities across the country and has provided over 10 million rides, but the experience of using it is incredibly local. People use Circuit to get groceries, go to doctor’s appointments, get to work, go out to dinner, or just get around their neighborhood.

The Collected Works (TCW) started thinking about Circuit less like a mobility startup and more like a piece of public infrastructure: modern and optimistic, but also familiar and dependable.

The result is one Circuit brand with enough flexibility to feel at home wherever it goes

Published
Sept 2026

Agency
The Collected Works

Circuit’s cars are probably the brand’s most important piece of media.

They’re driving around local communities all day, so the identity needs to be clear and recognizable.

TCW wanted the wraps to stand out without being exhausting to look at. The green is relatively subtle, while the wordmark is intentionally large, making the cars easy to recognize at a glance.

They also created high-fidelity renders that Circuit could immediately use in presentations for local governments, communities, and other decision makers while the new wraps gradually rolled out across the fleet.

Street names, neighborhoods, landmarks, and local references can all become part of the system.

Giving each market some personality without turning it into a different brand. TCW kept the rules simple enough that Circuit’s internal team could pick them up and keep making things without needing to call the agency every time.

The Circuit started with a simple idea: a continuous line that can move, turn, loop, intersect, and find its own path. Part road, part route, part circuit.

Rather than designing a bunch of fixed versions, TCW built a generative tool that lets Circuit create new ones across digital, motion, campaigns, billboards, and beyond. The goal wasn’t to hand over a collection of finished assets, but a system they could keep making things with.