City of Grand Rapids - DART

Grey Matter Group partnered with Mobile GR to bring their new DART evCarShare program to life through strategic naming and branding. As a natural companion to ‘Dash’—a brand we previously developed—’Dart’ captures the essence of quick, point-to-point travel in a small yet speedy electric vehicle. The name itself serves as an acronym for ‘Downtown Area Rideshare Transit,’ reinforcing its purpose. With a focus on sustainability and enhanced mobility, we crafted a brand identity highlighting the service’s ease and convenience. Our team shaped the messaging to emphasize the program’s simplicity: just download the app, rent one of six EVs, and live Happily EV after.