Edward Boatman • Sep 11th
The Challenge: Supporting Global Scale Without Losing Brand Control
Lime is a global leader in micromobility, operating in more than 280 cities across 30 countries. But as their footprint grew, so did the brand complexity. Lime’s creative team was tasked with creating, and maintaining, brand consistency across continents, all with just three designers.
With each market needing localized content and every department needing branded assets, the team found themselves buried in repetitive requests. From local operations to external vendors, everyone needed access to assets. The process was inefficient, inconsistent, and draining creative capacity.
Evan Catlett, Creative Director at Lime, needed a way to empower teams to help themselves, all without compromising the brand. While Lingo was already in place at Lime when he assumed his role, he has taken the brand hub to where it is today. He knew that for Lime’s brand to scale effectively, he needed to:
1. Provide a space that made it easy for employees, press, and partners to get assets without constantly reaching out to his team.
2. Leverage his brand hub as a repository for campaigns and templates to empower local members to access, download, and use brand-approved content without opening requests to design.
3. Create a centralized system that could be accessed by any employee in any time zone at any time, resulting in better speed to market.
And this is where Lingo helped Evan and the Lime team excel.
Lime adopted Lingo to centralize their digital assets and streamline access for internal and external users. The platform quickly became the brand's single source of truth for all things brand: voice, assets, product, and more.
An example from the Lime Partner Portal of Lime’s Community Logos
With Lingo, assets like logos, photography, icon sets, brand guidelines, and templates are organized into Kits and grouped into Portals for different audiences: internal employees, media partners, and vendors.
As a global brand, it was important for Lime to separate photography by city to better connect with local users. For example, London and Seattle both share a commonality with the dreary weather patterns, but their architecture is completely different. Rather than using photography that is agnostic, Evan and his team developed kits with localized photography for cities like Seattle and London. Both spaces feature photography containing waypoints locals would recognize so marketing materials and campaigns in these cities would feel more localized.
Assorted city photography is made available alongside product shots in their Press Portals so that brand-approved photography is accessible when needed.
Lingo became essential to Lime’s onboarding, campaign management, and partner collaboration with spaces like these. New employees are trained to use Lingo when they need an asset, before asking Evan and his team.
Likewise, external partners and press receive access to curated Portals which contain everything they need to know about the Lime brand, and all brand-approved logos, assets, positioning, and more.
Today, designers have shifted from reactive asset gatekeepers to proactive brand leaders. This helps them stay focused on creating content for new and dynamic campaigns, furthering Lime’s reach.
Before Lingo, requests for logos, illustrations, and images interrupted the creative flow daily. Now, Lingo holds over 10,000 assets across 3 Portals and 53 Kits, with clear structure and context for all Members. Assets are paired with brand usage guidance, reducing misapplication and ensuring consistency globally.
"It’s brought consistency to a global business that needs to feel local. It’s helped my team field fewer requests and focus on what matters” states Evan.
With hundreds of employees across time zones, waiting on the design team wasn’t feasible. Lingo empowers internal teams and vendors to grab what they need, when they need it.
For example, Lime has an extensive illustration kit under their Partner Portal. By having approved illustrations available, vendors can locate the type of illustration they need, download it, and go about creating new content. No follow-up requests. No creative delays.
Lingo helped Evan and his team move fast on the LimePass request. Evan mentioned "Instead of waiting on the design team, operations had a self-serve resource they could send straight to print.”
Lingo allows Lime to deliver curated experiences for different audiences without compromising control. Whether it’s the partner portal with full access to logo kits, brand guidelines, and iconography, or a press portal limited to pre-selected photography and video b-roll, each Portal offers the right balance of freedom and structure.
The Lime Press Portal is publicly available for you to browse.
Anyone interested in Lime who needs assets for press promotions gets what they need to represent the brand accurately. Using the press portal, journalists can access approved imagery pre-selected by the Lime team. This ensures the press has what they need to adequately promote Lime, while keeping disruptions to the Lime team to a minimum.
"We can give each audience exactly what they need to move fast, without opening the floodgates to everything. Just give them the link and let them grab what they need,” Evan explains.
"Even if we field just five asset requests a day, that’s five deep work sessions interrupted. Lingo saved us more than just time; it gave us back our focus” states Evan.
If your creative team is overrun by asset requests, fielding the same questions, or struggling to stay on-brand across locations, you’re not alone.
Lime’s story is a reminder that brand consistency and operational flexibility can coexist. With Lingo, creative teams stop acting like human Dropbox links and start scaling brand impact.
No more ZIP files, outdated logos, or scattered folders. Just organized, branded, ready-to-use content that works everywhere.
Want to see how it looks in action? Explore Lime’s Press Portal to see how they make their product available for media publicity.
See how Lingo can scale your brand with less chaos. Ready to organize your brand like Lime? Start your Lingo trial today.