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An ode to the art of vertical living

Our urban journeys are becoming increasingly vertical: in a world where cities grow by a million people each week, elevators have a major role to play. First a reseller, Mitsulift merged with Mitsubishi in 2000, fusing Japanese technical expertise with exceptional Middle Eastern service. Although Mitsulift elevators have run without a hitch for two decades, the visual identity of the brand has faltered in reflecting the company's ambition, professionalism, reliability, and expertise. Our challenge was two-fold: to shift the perception of Mitsulift from a product-vendor to a service-driven company and to turn a corporate elevator company into a relevant contemporary brand.

Our rebranding for Mitsulift was nominated at the Fast Company Innovation Awards 2018 (Graphic Design and Data visualization category).

If you’re like me, an elevator ride is a stressful. As the urban landscape becomes more vertical, and elevator rides more frequent, how do we recast them as pleasant experiences?

Thierry Brunfaut, Creative Director & Partner

Sometimes a simple idea is all you need. Conveying the concept of vertical transportation across all media was an obvious one for us.

Thierry Brunfaut, Creative Director & Partner

We created a graphic system based upon a powerful typeface and a simple idea – bold enough to carry all of the communication needs. A new logo grew from it, naturally. Making the logo an extension of the graphic system rather than an isolated signature was necessary to give the new identity its full power.

Thomas Leon, Creative Director

In finding a tone of voice for Mitsulift, the challenge was to turn elevators from mute, technical objects into living beings that impact our urban lives. A good deal of research went into finding inspiring content on elevators and how they behave. Mitsulift’s tone of voice is accessible and content-rich – inspiring rather than explanatory.

Jasmine De Bruycker, Strategist & Copywriter

Mitsulift’s daring visual identity reflects the company’s ambitions. The bold, contrasting visuals – all embedded in an effortless grid, conveying simple ideas in a natural way – make Mitsulift instantly recognizable. We collaborated with Design Republic in Beirut for all implementations.

Thomas Leon, Creative Director