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Yourbana A Moving Picture of the City

Brand IdentityCampaign DevelopmentDigital Applications
Arts & Culture
Roma

Yourbana is a participatory project that captures Rome through the lens of its public transport system

A living archive of everyday moments, built from videos recorded by its citizens and transformed into a collective urban narrative.

The initiative, commissioned by Mastercard and conceived by Human’s Point, invites people to share their journeys across the city. Selected videos are reinterpreted into visual pieces displayed across Rome’s transport network—buses, metro and stations—turning the city into a moving screen.

We developed a flexible visual identity and a motion design system capable of translating movement into a graphic language. The identity is structured around a “Y” conceived as a junction of paths or tracks in motion, evoking routes, decisions and urban connections. The stencil-inspired typography references the functional and signaletic language of the urban environment, while the color palette—based on reds and oranges—establishes a direct link with Mastercard’s visual universe.

From animating core brand assets—logotype, typography, transitions—to developing a full communication campaign, the project unfolds across multiple formats and touchpoints.

A dual narrative structure drives the communication: one campaign focused on activating participation, and another showcasing selected stories, creating an evolving audiovisual mosaic of urban life.
The identity extends into urban posters, social media content and motion pieces displayed on more than 2,000 digital screens throughout the city, amplifying the project’s visibility and collective dimension.
The experience is completed by an interactive microsite, enabling citizens to upload their videos and become part of the story easily.

Credits
Conservas Serrano