BORGARLÍNAN
Client: Betri samgöngur
My role: Visual direction, look development, 3D design and motion
Graphic identity and design collaboration: Atli Þór Árnason (Studio Atla & Samma)
Deliverables: 80-sec film
The brief
Betri samgöngur commissioned me to create a film explaining how Borgarlínan and its connected infrastructure will improve transport across the capital region.
The challenge was to turn a complex transport system into a clear and engaging visual story, while keeping a strong connection to Borgarlínan’s existing identity.
BRINGING THE IDENTITY INTO 3D
Working with Atli, who helped shape Borgarlínan’s graphic identity from the beginning, I translated its colours, route lines, symbols and information graphics into space and motion. Built around flow, clarity and simplicity, the 3D world moves from human scale to the complete transport network.
EARLY LOOK DEVELOPMENT
Early studies used simple geometric forms to explore how the world could work across different scales. From this foundation, the characters, environments and use of colour became more developed.
A WORLD AT FOUR SCALES
At the closest scale, the 3D world focuses on the people who will use the system.
HUMAN SCALE
The view expands to show Borgarlínan moving through the city and connecting with the streets around it.
City Scale
Regional Scale
The 3D world begins to merge with the map as routes appear across neighbourhoods and towns.
NETWORK SCALE
The transition into 2D is complete, revealing the full network through Borgarlínan’s established graphic language.
DEVELOPING THE PEOPLE
The first concept used simple spheres, brought to life through movement lines and graphic cues that could communicate details such as accessibility while keeping production efficient.
I then explored 3D versions of the familiar human pictograms from Borgarlínan’s icon library.
The final direction introduced more detailed human figures, with clothing and everyday details that gave them individuality. This made the world feel inhabited and connected the wider transport system to everyday life..
The bus anchors the film as it moves between scales. I developed a clean, forward-looking 3D version of the future Borgarlínan bus. The film shows it integrated into Reykjavík’s existing traffic and moving through changing weather conditions as a reliable, year-round part of the city.
THE BORGARLÍNAN BUS
THE FINAL FILM
The final film brings the visual system together in one journey, connecting individual passengers and everyday movement to the wider transport network.