Designing a Moving Brand Experience
The Prague Tram Wrap 2025 presented an opportunity to celebrate Avast’s local roots while showcasing its global impact in a vibrant and unexpected way. Our team at Hatch was tasked with transforming this tram into a dynamic, mobile brand experience that captured the energy of Prague’s urban landscape. By merging lifestyle photography and illustration, we crafted a visual identity that resonated with both local pride and international recognition, setting the tone for a striking, cohesive design.
Navigating Brand Integration and Large-Scale Production
Balancing the integration of two brands—Gen and Avast—required careful consideration of both identity and visual flow. Initially exploring a balanced 50/50 split between Gen Blue and Avast Orange, we ultimately settled on a 1:2 ratio, with Avast occupying one carriage and Gen two. This layout posed challenges in creating seamless transitions between the brands, which we overcame through smooth gradients and strategically placed Gen bubbles, ensuring a cohesive narrative across the tram’s length. Moving from concept to execution, the scale of the project demanded close coordination with local production teams. We meticulously refined cutter guides for the window graphics and navigated the tram’s complex dimensions, ensuring our artwork aligned perfectly on the final wrap. Through collaboration, precision, and attention to detail, we brought this dynamic brand experience to life on the streets of Prague.