Firefly — Identity
What makes an EV brand spark?
A glow that belongs to everyone.
Shared impact
10,000 cars delivered in the first 100 days.Best of Best Winner – German Brand Awards 2025.
Rapid expansion into key European markets.
Our challenge was to create a brand that embodied the spirit of the vehicle. Agile, vivid and buzzing with energy – just like a firefly.
Small in size, with a big idea.
The freedom to glow.
An unmet need for the freedom to move easily and electrically around urban spaces led us to draw inspiration from an unexpected source — fireflies.
We were inspired by their movement, their unique rhythm of lighting up the night's sky and how, as a community, fireflies glow together.
From this, we built a brand that shows how being small and electric means freedom to do things differently.
A spirit of freedom to move, to explore and above all, to glow — our defining brand concept.
Inspired by fireflies.
Reflecting the car design.
From this foundation, we shaped a distinctive visual identity, led by a bold, simple logo inspired by fireflies and the vehicle’s unique design.
A confident mark for a new electric lifestyle brand.
Our custom Firefont extends this thinking, drawing on the car’s circular trio headlights and pill-shaped forms.
Sweeping flicks and upward gestures echo the flight of fireflies, creating a versatile typeface that performs seamlessly across every touchpoint.
A palette with pulse.
A voice with spark.
We drew on the world of fireflies to create a distinctive colour palette, introducing a vivid neon glow that stands apart in the category — alive with contrast, energy and a sense of electric optimism unique to the brand.
The tone of voice adopts an energetic rhythm that mimics a firefly’s flashing light signatures.
Even the art direction takes on our brand concept, by radiating positivity as people move about freely and shine in their own way.
A cohesive brand system.
Inside and out.
The vehicle’s digital experience brings the Firefly spirit to life.
Every animation follows the natural motion of fireflies — flashing, gliding, and darting across the screens.
The result is a set of interfaces that feel alive and intuitive — turning every interaction into a small moment of connection and delight — across the brand’s entire range of digital products.
“We wanted to create a new kind of brand experience for the segment, creating a strong connection between the product and brand side.
•
From exterior, to interior to the HMI — everything feels very connected by the brand and the brand design.”
Firefly has allowed NIO to find new revenue streams and increase in scale as they enter the mass market across China and mainland Europe.
Through this partnership, we’ve engaged a new community of drivers with sustainable travel with unprecedented sales and a buzz across the automotive industry.
View Project NIO House
Can showrooms inspire community?
View Project NIO
How can EVs bring blue skies?
Coming Soon Onvo
How do families voyage to better?
- Curious about who we are?
- Or how we could work together?
- What else we've done lately?
- Or even what we're thinking?
