Art Direction · Branding · Experience Design

The logo of Subite, featuring the word 'subite' in orange letters with a yellow arrow underline, on a black background.

WHAT YOU ARE IS OUT THERE.

WHAT YOU ARE IS OUT THERE.

Designing a for-good project capable of reconnecting young Argentinians  with their own territory.

Group of five young adults sitting and standing outdoors in front of a large yellow sign with the Subite logo, enjoying each other's company during sunset in a desert landscape.

THE PROBLEM

Argentina is one of the largest countries in the world, yet for many young people, traveling across it remains financially and culturally inaccessible. Long distances, centralized opportunities, and the cost of transportation create a disconnect between generations and the territory they grew up in.

THE TARGET

Designed for young Argentinians between 18 and 28 years old, Subite speaks to a generation driven by curiosity, spontaneity, and the desire to reconnect with identity through movement and shared experiences.

THE SOLUTION

A hop-on hop-off travel platform reconnecting young people with Argentina through culture.

Colorful logo designs featuring the word "subite" in different colors and styles, alongside illustrations of a sun, a horse, a taco, a hot dog, a suitcase, a bus, and flags.

VISUAL IDENTITY

Subite ‘s bus system is designed to help young Argentinians explore the country through four routes inspired by Argentina’s main biomes. Connecting landscapes, cultures, and communities across the territory, the platform transforms domestic travel into a more accessible, flexible, and shared experience.

Inspired by familiar Argentine cultural codes, the identity adopts a bold and emotionally recognizable visual language designed to feel playful, spontaneous, and deeply local.

DISCOVER THE FOUR ROUTES OF SUBITE

Colorful poster showcasing northern Argentina's culture and landscapes with a stylized sun, illustrated llama, images of mountains, a town, a red double-decker bus, and four young travelers with backpacks wearing red hoodies. The poster includes the
Map of the Aguas Vivas region with pictures of waterfalls, a rainforest, tourists on a bus, people enjoying food, and a crocodile illustration. The map highlights various natural attractions such as Ruinas de San Ignacio Mini, Saltos del Mocona, Cata
Colorful graphic with photos of a group of friends on a bus trip, a double-decker bus with a tiger illustration, and a beach scene with two people sitting under an umbrella. The graphic features a winding yellow line with white dots and city names al
A colorful map of the Patagonian south featuring images of landscapes, dolphins, and tourists, with the text 'Fin del Mapa' and highlights of various locations such as Chubut, Puerto Madryn, and Tierra del Fuego.

A STRATEGIC PARTNERSHIP

In collaboration with YPF, Subite transforms gas stations into connected travel stops across Argentina.

A yellow bus parked at a gas station, with two people fueling and another person standing nearby. There is a colorful vending machine with vibrant patterns in front of the bus.

Located along major routes, Subite Spots become meeting points where travelers can pause, recharge, and reconnect throughout the journey creating a shared travel infrastructure built around community and movement.

TRAVEL PASS

The Subite card is a personalized travel pass giving travelers access to routes, discounts, YPF Spots, and exclusive benefits throughout the journey.

Brightly colored subite card cover with abstract shapes.

BILLBOARDS

A nationwide campaign inviting young travelers to discover what's beyond the next stop.

Billboard showing a man and woman smiling and talking while holding coffee cups with a red bus in the background and colorful abstract decorations in the corners, set against a clear blue sky.

THE DIGITAL JOURNEY

Three smartphones showcasing an app interface with various features including maps, user profile, and navigation options.

A platform designed to accompany every trip.

The Subite app allows travelers to choose their own route across Argentina,  with each journey adapting the visual world of the platform to the selected biome. 

Users can organize trips, access nearby Subite Spots, track how much of the country they have explored, connect with other travelers. They also have access to their digital Subite virtual card. 

THE ROAD EXPERIENCE

Designed for comfort, connection, and discovery, creating a shared space.

FIRST FLOOR - SOCIALIZING

Two groups of young adults, three women and two men, seated at tables inside a colorful train with large windows showing a scenic landscape. They are smiling and engaging in conversations, some holding drinks.

SECOND FLOOR - COWORKING

Inside a colorful train car with large windows showing a landscape of rolling hills. Passengers are seated in patterned seats, some using laptops and others reading or relaxing. There are a few small tables with plants, and the interior décor features bright, abstract designs and a wall mural with a flag and the word 'subte'.

THE ROAD KIT

Each traveler receives a welcome kit designed to accompany the journey across Argentina. 

Inspired by backpacking culture and travel rituals, the kit transforms movement into something personal, collectible, and shared.

Colorful Subite-themed items including a stainless steel water bottle, a tumbler with stickers, a multicolored backpack with Subite branding, and a deck of Subite-themed stickers and cards on a white surface.

THE PASSPORT

The experience includes a personalized Subite passport, collectible biome stamps, stickers, and travel essentials designed to document the journey across Argentina.

Open travel journal with colorful stamps of various locations, including mountains, waterfalls, and a beach, and an advertising card with the logo 'subite' and a bus illustration.

SUBITE WRAPPED

At the end of the year, travelers receive a personalized recap of their adventures in the app, transforming routes, destinations, and memories into a shareable story of exploration.

OTHER WORKS

Close-up of a person wearing a black jacket, silver chain necklace with a heart pendant, and a bracelet made of large silver beads, in black and white.

ÉTER

MOTO GUZZI

MONCLER