Pronto — Tu ciudad, más cerca.

Selected work Mexico · Independent rebrand concept

A brighter way
to get there.

Pronto’s compact ivory and violet car, rendered in a dark studio with lime wheels and sculpted reflections — Pronto / A world in motionIdentity · Digital · CGI

The ideaIndependent concept / Mexico

A familiar name.A different feeling.

Keeping Pronto’s original letterforms, we built a more distinctive world around the ride. Sculptural forms, familiar faces and a continuous route connect the identity, app and campaign. This independent concept makes every touchpoint feel like part of the same journey, from first tap to arrival.

Brand identity
CGI & motion
Product design
Campaign

02 / The identityFamiliar name. Fresh energy.

Tu ciudad, más cerca.

One word. A world of movement.

The route becomes the signature

De aquí.
Para allá.

From here. To anywhere.

A voice with momentum

Hola.Vamos.Pronto.

Open shapes. Confident weight.
Short words that keep things moving.

Deep violetIdentity · UI#7042C4

IvoryFoundation#F7F5F0

InkType · Contrast#231536

Material violetRendered highlights#9063FE

LimeSignal accent#DDF19A

OrangeWarm accent#F5974B

03 / Character in every detail

Small details.
Shared character.

Rounded forms, tactile surfaces and a recognisable violet. Everyday objects become a family, from finding your destination to saying hello.

The Pronto object family: a folded route map, violet location marker and waving hand, photographed together in an ivory studio — 01 / The journeyVamos.02 / The destinationAquí.03 / The greetingHola.

People give the city its character

A little more human.

Soft forms, clear silhouettes and a little expressive exaggeration. An original, fictional cast brings warmth to the everyday moments around a ride.

Alma, Nico and Rafa, the three Pronto characters, as soft 3D toy figures — 01
Alma
The everyday rider
Violet jacket. Rust trousers.
An easy, open stance.

02
Nico
The city explorer
Orange jacket. Ink trousers.
A map and an olive backpack.

03
Rafa
The driver
Violet polo. Sand trousers.
Familiar glasses and a warm welcome.

The character film

Good company.
Every step of the way.

Alma, Nico and Rafa.
Different plans. One connected city.

00:00 / 00:16

A Pronto motion study · Original character artwork, brought together through motion.

Download film

Three everyday moments The same people. A different moment.

Pronto characters meeting beside a car at their pickup point.

Nos vemos aquí.

A familiar face at pickup.

A clear meeting point. A small wave. The journey starts before the car moves.

1 of 3. A familiar face at pickup.

Concept characters created for the Pronto brand world.

Explore the motion studies

¡Vamos!

01 / LET’S GO

04 / The living world

A city with
some character.

Take the wheel. Scroll through the neighbourhood, then explore how the same world feels inside the app.

The Pronto toy car driving through a miniature Mexican town

A city in motion
3D brand film

01 / Ready when you are

Tu ciudad. A tu ritmo.

Drag to
look around

Continue to the product

01 / Encuentro

Nos ponemos en marcha.

APP EXPERIENCE · DESIGN CONCEPT

A good day
starts with a ride.

Choose a destination. Follow the arrival.
A little more ease, every step of the way.

Automatic tourTap any screen to explore

Hola, viajero.

YA CASI LLEGAMOS

Tu conductor
está cerca.

Rafa está cercaPronto Classic

Centro histórico

02 / En camino

Hola, viajero.

UN BUEN VIAJE

Viaje
completado.

Ya estás en Centro histórico.
Gracias por moverte con Pronto.

¿Cómo estuvo tu viaje?

03 / Llegada

Interactive design concept. This preview does not book a ride.

Explore the in-app illustration set

Illustration at the point of use

Small forms.
Clear signals.

A step, a turn, a conversation.
Each little picture has a job to do.

01 / Find your pickup

Aquí nos vemos.

A walking gesture leads you to the meeting point.

A folded toy map with a violet route and a pin

02 / Know where to go

Por aquí.

A folded route opens into a clear destination.

03 / Keep in touch

Te escuchamos.

A conversation becomes a simple exchange of shapes.

From screen to street

A world you can touch.

Pronto vehicle livery concept on a full-size pearl-white and violet hatchback with a lime route graphic — Vehicle livery · CGI concept
Recognition, at street scale.
Pearl paint. Pronto violet. A route that wraps around the car.

A satin violet pickup beacon with a luminous lime ring and brushed-metal base, beside a driver key with a woven cotton wrist strap — Pickup beacon & driver key · Product concepts
A familiar point of connection.
Satin violet, brushed metal and a little light to lead the way.

Pronto driver welcome kit with a violet tote, lime guide, cream ID and lanyard, orange postcard and violet key tag — Driver welcome kit · Rendered concept
A good feeling. Made tangible.
A considered welcome, from the first hello to the everyday essentials.

06 / Out in the world

Hard to miss.
Easy to love.

The same warmth, whether you see it on your phone or around the corner. Big, simple messages make a small everyday journey feel worth looking forward to.

Campaign / A city, a thousand ways to live it.3D artwork · Original toy cast

A little extra character

Reactions

¡Vamos!

Flat, loud and quick to read. A sticker for the moment the ride is confirmed, cut from the same five colours as everything else.

Sticker system · Chat, stories and arrival

Hoy se
sale.

Tu ciudad, más cerca.

El camino
también
cuenta.

Disfruta el viaje.

Nosvemospronto.

Lo bueno está cerca.

Campaign system · One route, endless ways to say it.

Inside the design system

System notes

Why it looks
and moves this way.

Four decisions connect the identity,
the characters and the experience.

01Design principles
Bold parts.
Clear silhouettes.
Rounded, solid parts become a modular cast. A capsule for a torso, a sphere for a head, a bar for a limb. Each figure reads as a clear silhouette before its smaller details.
Soft surfaces. One light. Space that does real work.
02Motion grammar
Turn. Slide.
Settle.
Objects arrive, settle and leave as whole pieces. A single gesture leads each scene; the accents answer with a smaller movement. The silhouette stays clear through every turn.
Whole objects. Shared rhythm. A readable pause.
03Product decisions
One next step.
Always in view.
The app study follows a short sequence: choose a destination, follow the arrival, finish the ride. A consistent violet action and persistent destination make that sequence easier to follow.
The tour yields to a tap. Resume returns to the sequence.
04Across touchpoints
Change the scale.
Keep the recognition.
A street poster needs a short message and one strong image. A welcome kit needs quieter details. The retained wordmark, route and colour roles connect both without repeating the same layout.
One system. Different amounts of information.

A complete world, with room to grow.

Tu ciudad, más cerca.

Visual identity3D & motionIllustration systemDigital experienceCampaign & collateral

About this concept

An independent rebrand exploration by KURO KOKORO. Pronto’s existing wordmark anchors a proposed visual world, original coded motion and a sample app experience. This is a concept study, not a commissioned project or a functioning ride service.

Brand reference: Pronto Mexico. Case-study inspiration: Liquidink’s Rapido project. Motion direction also draws on illo’s Bazr illustration system. The artwork and animation shown here are original Pronto concept work.

Let’s make something move.

Give your brand a world. Back to all work