Luxe Transportation Brand Identity

FocalFuse Creative Director Matt Nemetz has created a new brand identity for Luxe Transportation, a first-class armoured chauffering startup that is focused on disrupting the high-end transportation market.

Luxe believes their clients deserve to look the best, feel the best, and be treated like the best. They offer first-class armored chauffering experiences for high-end clientele to travel safe, in style, with serenity.

The wing logo mark compliments the values of the Luxe brand through its visual associations with travel, speed, and protection.

Luxe's new identity introduces a color system and visual aesthetic that was influenced by the wealth, riches, and high social positions that were sought after in the Gatsby era of the Roaring '20s.

The challenge that drove this identity is how we would enable Luxe's clients to remain the center of attention while still allowing them to feel private, discrete, and classified.

The solution was focused on the notion that Luxe is in the business of people, not simply armored transportation. We focused on aligning the values of ideal clientele in the Luxe logo, wordmark, visual identity elements, messaging, and other detail-oriented brand extensions.