Highway to Freedom

When Ulys, the iconic company behind France's most famous electronic toll pass, consulted us, it was to build an identity that resonated with its DNA.

So at LORD, we decided to focus on the core of the brand: what it brings to road users everyday. Freedom, simplicity, empowerment!

This led our teams to imagine the new brand as a whole new vision of the road. Because when there are no more barriers and no more traffic jams, a new road begins.

Make way for a new design and a fresh tone of voice. Make way for a brand that stands out for its wit and surprises with its free-flowing curves. Make way for a love brand guiding millions of drivers on a big journey of freedom. Make way for a brand that lets you own the road!