Arthur - The Tuk Tuk Driver

Arthur - The Tuk Tuk Driver

Arthur is a Tuk Tuk driver in Lisbon—a charismatic and engaging individual with a striking personality. His visual identity radiates lightness and fun.

SERVICES

SERVICES

Graphic Design

INDUSTRY

INDUSTRY

Hospitality

Case Study
Case Study

The Project

Arthur is not your typical Tuk Tuk driver. With a background in acting, he brings energy, humor, and a sense of performance to every tour he gives through the streets of Lisbon. His personality is charismatic, playful, and unmistakably unique—a blend of storytelling and genuine warmth that makes every ride feel like a special experience.


When Arthur approached me, he was ready for a change. His old business card, while featuring Lisbon’s iconic azulejo aesthetic, didn’t fully capture his personal essence or dynamic character. He wanted something that felt fresher, more vibrant, and truly representative of who he is—not just as a driver, but as a performer and guide who transforms city tours into memorable moments.


With complete creative freedom, my mission was clear: design a business card that would not only stand out visually but also translate Arthur’s lively spirit and personal brand into a compact, tangible format.

Arthur is not your typical Tuk Tuk driver. With a background in acting, he brings energy, humor, and a sense of performance to every tour he gives through the streets of Lisbon. His personality is charismatic, playful, and unmistakably unique—a blend of storytelling and genuine warmth that makes every ride feel like a special experience.


When Arthur approached me, he was ready for a change. His old business card, while featuring Lisbon’s iconic azulejo aesthetic, didn’t fully capture his personal essence or dynamic character. He wanted something that felt fresher, more vibrant, and truly representative of who he is—not just as a driver, but as a performer and guide who transforms city tours into memorable moments.


With complete creative freedom, my mission was clear: design a business card that would not only stand out visually but also translate Arthur’s lively spirit and personal brand into a compact, tangible format.

Analysis of the Previous Card

Arthur’s old business card was functional and culturally rooted, with a design that celebrated Lisbon’s visual heritage. The use of traditional azulejo-inspired patterns gave it a sense of place and authenticity, making it instantly recognizable as part of Lisbon’s aesthetic identity.


However, while this approach effectively highlighted the Tuk Tuk service and its connection to the city, it lacked personalization and character. The design was too focused on the vehicle and cultural motifs, failing to reflect Arthur’s vibrant personality, theatrical background, and the unique experience he offers to clients.


The back of the card, featuring a QR code and a continuation of the azulejo aesthetic, reinforced this visual style but also contributed to a somewhat static and conventional tone, which didn’t align with Arthur’s dynamic and playful nature.

Design Solutions

1. Highlighting Arthur's Personality


The new card shifts the focus from the Tuk Tuk itself to Arthur’s vibrant and charismatic personality. His playful and extroverted nature, combined with his background as an actor, is reflected through a design that feels authentic, energetic, and inviting.


2. Colors with Meaning and Atmosphere


The warm tones—yellow, brown, and red—evoke the sun, heat, and the earthy colors of Lisbon’s buildings, connecting the design to the city’s identity. Meanwhile, the blue background with wavy textures represents the wind and movement of the Tuk Tuk rides. Together, these colors not only ground the design in Arthur’s environment but also enhance the 70s groovy vibe, creating a vibrant yet meaningful palette.


3. Typography and 70s Aesthetic as Personal Expression


The name “ARTHUR” takes center stage, set in a groovy 70s-inspired typeface that captures both movement and personality. This retro aesthetic perfectly matches Arthur’s own style of clothing, his approachable demeanor, and his positive outlook on life, creating a seamless connection between the card and the person it represents.


4. A Less Literal Approach


Unlike the previous design, which focused heavily on the Tuk Tuk and Portuguese symbolism, the new layout emphasizes Arthur as the main brand. It communicates that his tours are not just rides but personalized, fun experiences.


5. Retro and Pop Aesthetic

Organic shapes, dynamic curves, and color blocks inspired by 70s design create a sense of motion and joy. This retro-modern fusion reflects Arthur’s playful character while appealing to a broader, design-savvy audience.


6. Memorability and Brand Differentiation

Every detail—from the bold typography to the contrast between the warm and cool colors—was carefully crafted to ensure the card stands out in the tourism sector. The design builds a strong personal brand that is both friendly and unconventional.

1. Highlighting Arthur's Personality


The new card shifts the focus from the Tuk Tuk itself to Arthur’s vibrant and charismatic personality. His playful and extroverted nature, combined with his background as an actor, is reflected through a design that feels authentic, energetic, and inviting.


2. Colors with Meaning and Atmosphere


The warm tones—yellow, brown, and red—evoke the sun, heat, and the earthy colors of Lisbon’s buildings, connecting the design to the city’s identity. Meanwhile, the blue background with wavy textures represents the wind and movement of the Tuk Tuk rides. Together, these colors not only ground the design in Arthur’s environment but also enhance the 70s groovy vibe, creating a vibrant yet meaningful palette.


3. Typography and 70s Aesthetic as Personal Expression


The name “ARTHUR” takes center stage, set in a groovy 70s-inspired typeface that captures both movement and personality. This retro aesthetic perfectly matches Arthur’s own style of clothing, his approachable demeanor, and his positive outlook on life, creating a seamless connection between the card and the person it represents.


4. A Less Literal Approach


Unlike the previous design, which focused heavily on the Tuk Tuk and Portuguese symbolism, the new layout emphasizes Arthur as the main brand. It communicates that his tours are not just rides but personalized, fun experiences.


5. Retro and Pop Aesthetic


Organic shapes, dynamic curves, and color blocks inspired by 70s design create a sense of motion and joy. This retro-modern fusion reflects Arthur’s playful character while appealing to a broader, design-savvy audience.


6. Memorability and Brand Differentiation


Every detail—from the bold typography to the contrast between the warm and cool colors—was carefully crafted to ensure the card stands out in the tourism sector. The design builds a strong personal brand that is both friendly and unconventional.

1. Highlighting Arthur's Personality


The new card shifts the focus from the Tuk Tuk itself to Arthur’s vibrant and charismatic personality. His playful and extroverted nature, combined with his background as an actor, is reflected through a design that feels authentic, energetic, and inviting.


2. Colors with Meaning and Atmosphere


The warm tones—yellow, brown, and red—evoke the sun, heat, and the earthy colors of Lisbon’s buildings, connecting the design to the city’s identity. Meanwhile, the blue background with wavy textures represents the wind and movement of the Tuk Tuk rides. Together, these colors not only ground the design in Arthur’s environment but also enhance the 70s groovy vibe, creating a vibrant yet meaningful palette.


3. Typography and 70s Aesthetic as Personal Expression


The name “ARTHUR” takes center stage, set in a groovy 70s-inspired typeface that captures both movement and personality. This retro aesthetic perfectly matches Arthur’s own style of clothing, his approachable demeanor, and his positive outlook on life, creating a seamless connection between the card and the person it represents.


4. A Less Literal Approach


Unlike the previous design, which focused heavily on the Tuk Tuk and Portuguese symbolism, the new layout emphasizes Arthur as the main brand. It communicates that his tours are not just rides but personalized, fun experiences.


5. Retro and Pop Aesthetic


Organic shapes, dynamic curves, and color blocks inspired by 70s design create a sense of motion and joy. This retro-modern fusion reflects Arthur’s playful character while appealing to a broader, design-savvy audience.


6. Memorability and Brand Differentiation


Every detail—from the bold typography to the contrast between the warm and cool colors—was carefully crafted to ensure the card stands out in the tourism sector. The design builds a strong personal brand that is both friendly and unconventional.

Sketch & Research

In my sketchbook, I wrote down a few key points and quick questions about Arthur. I knew the new card had to include a Tuk Tuk and a QR code. I also knew I had complete creative freedom to explore different directions.


But then came the essential question: What is Arthur’s aesthetic? What does his presence communicate when you first meet him?


Here, much of my research and academic studies during my Master’s degree became incredibly useful. I applied concepts of Visual Culture to analyze Arthur—his representation, his performance, and the way he projects himself to others.


Once I understood what he truly represented, I started gathering quick references and exploring typefaces that could echo his personality.


It quickly became clear that a sense of movement was needed. Arthur is a naturally restless and energetic person, and it’s easy to notice both his vibrant personality and the visual identity that surrounds him.

In my sketchbook, I wrote down a few key points and quick questions about Arthur. I knew the new card had to include a Tuk Tuk and a QR code. I also knew I had complete creative freedom to explore different directions.


But then came the essential question: What is Arthur’s aesthetic? What does his presence communicate when you first meet him?


Here, much of my research and academic studies during my Master’s degree became incredibly useful. I applied concepts of Visual Culture to analyze Arthur—his representation, his performance, and the way he projects himself to others.


Once I understood what he truly represented, I started gathering quick references and exploring typefaces that could echo his personality.


It quickly became clear that a sense of movement was needed. Arthur is a naturally restless and energetic person, and it’s easy to notice both his vibrant personality and the visual identity that surrounds him.

While experimenting, I began sketching a few possibilities for writing Arthur’s name using a more rounded, playful lettering style.


I knew I wanted to give it a groovy vibe, something that evoked the bold and fluid visual trends of the 70s. As I refined the sketches, I started to see how this approach could align with Arthur’s personality—fun, approachable, and full of life.


I also wanted the groovy style to feel unique and tailored to Arthur, rather than just adopting a generic retro look. For this reason, I decided to add more character and detail once I transferred the sketches from paper into Illustrator, where I could fine-tune the curves, adjust the rhythm of the letters, and experiment with color dynamics.

While experimenting, I began sketching a few possibilities for writing Arthur’s name using a more rounded, playful lettering style.


I knew I wanted to give it a groovy vibe, something that evoked the bold and fluid visual trends of the 70s. As I refined the sketches, I started to see how this approach could align with Arthur’s personality—fun, approachable, and full of life.


I also wanted the groovy style to feel unique and tailored to Arthur, rather than just adopting a generic retro look. For this reason, I decided to add more character and detail once I transferred the sketches from paper into Illustrator, where I could fine-tune the curves, adjust the rhythm of the letters, and experiment with color dynamics.

While experimenting, I began sketching a few possibilities for writing Arthur’s name using a more rounded, playful lettering style.


I knew I wanted to give it a groovy vibe, something that evoked the bold and fluid visual trends of the 70s. As I refined the sketches, I started to see how this approach could align with Arthur’s personality—fun, approachable, and full of life.


I also wanted the groovy style to feel unique and tailored to Arthur, rather than just adopting a generic retro look. For this reason, I decided to add more character and detail once I transferred the sketches from paper into Illustrator, where I could fine-tune the curves, adjust the rhythm of the letters, and experiment with color dynamics.

Hi-Fi & Final Testings

My first high-fidelity draft already had a defined starting point for the color palette, so I began experimenting with the lettering for Arthur’s name. I stretched and curved some of the letters to give them more flow and personality.


For the “A”, I created a slightly bolder design, breaking away from the smooth curves of the other letters to add a touch of uniqueness. For the “T”, I wanted to bring a whimsical reference to a mushroom shape, reinforcing the psychedelic, groovy feel.


Additionally, I experimented with a playful concept that combined Arthur’s name and the word Tuk Tuk, just to see how a more humorous approach might look. Even though this particular idea didn’t make it to the final version, it helped me explore the personality and energy I wanted the final design to convey.

My first high-fidelity draft already had a defined starting point for the color palette, so I began experimenting with the lettering for Arthur’s name. I stretched and curved some of the letters to give them more flow and personality.

For the “A”, I created a slightly bolder design, breaking away from the smooth curves of the other letters to add a touch of uniqueness. For the “T”, I wanted to bring a whimsical reference to a mushroom shape, reinforcing the psychedelic, groovy feel.

Additionally, I experimented with a playful concept that combined Arthur’s name and the word Tuk Tuk, just to see how a more humorous approach might look. Even though this particular idea didn’t make it to the final version, it helped me explore the personality and energy I wanted the final design to convey.

I conducted several tests by presenting different versions of the card to potential clients, aiming to understand how the design elements were perceived.


Through this process, I was able to evaluate whether the background textures truly conveyed the energy and personality I wanted to achieve. I also gathered valuable feedback on the use of earthy tones, the placement of elements, and the styling of Arthur’s name.


For instance, the cards with a filled lettering style for Arthur’s name performed significantly better than those with hollow or outlined typography. Additionally, the textured background proved to be a key factor in adding character and uniqueness, making the card feel less static and more aligned with Arthur’s vibrant persona.

I conducted several tests by presenting different versions of the card to potential clients, aiming to understand how the design elements were perceived.


Through this process, I was able to evaluate whether the background textures truly conveyed the energy and personality I wanted to achieve. I also gathered valuable feedback on the use of earthy tones, the placement of elements, and the styling of Arthur’s name.


For instance, the cards with a filled lettering style for Arthur’s name performed significantly better than those with hollow or outlined typography. Additionally, the textured background proved to be a key factor in adding character and uniqueness, making the card feel less static and more aligned with Arthur’s vibrant persona

For the back of the card, I decided to keep only the textured background, ensuring that Arthur’s name and contact details remained clear and easy to read. It was also important to include information about the company and the city where he operates, providing immediate context for potential clients.


Lastly, I incorporated the Tuk Tuk icon, which Arthur specifically requested to keep, as it holds personal significance for him. I placed it above the QR code, creating a playful visual dialogue — the QR code "takes you to the Tuk," while the Tuk itself leads you to the QR code (especially for those who might have met Arthur before receiving his card).

For the back of the card, I decided to keep only the textured background, ensuring that Arthur’s name and contact details remained clear and easy to read. It was also important to include information about the company and the city where he operates, providing immediate context for potential clients.


Lastly, I incorporated the Tuk Tuk icon, which Arthur specifically requested to keep, as it holds personal significance for him. I placed it above the QR code, creating a playful visual dialogue — the QR code "takes you to the Tuk," while the Tuk itself leads you to the QR code (especially for those who might have met Arthur before receiving his card).

Next Steps:

Following the success of the first design, Arthur expressed interest in exploring a square-shaped business card as a secondary option. This variation would not only stand out due to its unconventional format but also reinforce the sense of uniqueness that reflects Arthur’s personality and brand identity.


The groovy theme will remain a central element, but I plan to approach it with fresh design experiments — such as bolder patterns, layered textures, and playful typographic treatments — to ensure the square card feels like a collectible piece rather than just a functional item.


One exciting idea is to transform the design into a hybrid card-sticker format, allowing Arthur to leave his mark around the city. This would give him a more informal and engaging way to promote his Tuk Tuk tours, turning the card into a visual signature that tourists and locals alike can interact with — whether by collecting, keeping, or even sticking it somewhere visible.


The square variation will also open up possibilities for new layout experiments for the QR code and contact information, ensuring that the back of the card remains clean and functional while maintaining the bold personality that defines Arthur.

Final details

The redesign of Arthur’s business card marks a shift from a conventional, tourism-focused identity to a personalized brand that fully embodies who Arthur is. While the previous design leaned heavily on Portuguese symbols like azulejos and a traditional aesthetic, it didn’t reflect Arthur’s vibrant energy, charisma, and performative nature.


The new design embraces a groovy 70s aesthetic, echoing Arthur’s own style of clothing and upbeat personality. Through warm tones inspired by Lisbon’s sun-soaked architecture and cool blue textures that reference the breeze of Tuk Tuk rides, the card creates an immediate emotional connection while standing out from the typical, tourist-driven visuals.


By combining bold typography, retro-inspired color blocking, and a dynamic layout, the new card not only highlights Arthur’s individuality but also positions him as more than just a Tuk Tuk driver—it conveys the idea of a unique and memorable experience, guided by someone with authentic character and charm.


This transformation is not just a visual update; it’s the creation of a strong personal brand, one that resonates with both tourists and locals, leaving a lasting impression long after the ride is over.

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All rights reserved © Vinicius Scoralick 2023.

All rights reserved © Vinicius Scoralick 2023.

All rights reserved © Vinicius Scoralick 2023.