MOIA has a new look
MOIA is a ride sharing company whose mission is to create a shared journey to an easier, smarter, and more sustainable future in urban areas. We are already helping millions of customers across three European cities comfortably ride toward a future without traffic jams or air pollution.
In 2019 we launched our flagship service in Hamburg, Germany with our fully-electric vehicle, the „MOIA+6". In 2020, we are truly excited to bring our new look to life, and to share it with the world.
Back when MOIA was founded, we realized we needed to generate as much awareness as possible for a new mobility services brand that was just around the corner. At that time, we hadn’t really figured out how our products or services would actually feel or look. Finding our way to a definitive product vision was a pretty turbulent effort, with fits and starts. It was an uncertain phase in our development as a company, and as a result we grew in disparate directions when there should have been one holistic customer experience, product, and design vision.
The distinctive dual-tone exterior colours of our vehicles, their well-formed curves and shapes, and a warm and inviting interior differed from our digital product and communication designs, which incorporated brighter colours and playful illustrations. While our service always put our customers first, we realized we had to do something to help customers feel and see our brand the way it should be.
At MOIA we strive to evolve with the customer´s needs, and to stay relevant in a vibrant on-demand mobility market. To reach these goals we have built a new brand identity that includes visual concepts which embody our DNA and help lay the groundwork for a future of growth and change in mobility services.
Redefining our visual identity wasn’t only for aesthetic reasons. We also have business goals in mind: A unified concept should help our customers identify with our values, mission, and create desirability & a sense of loyalty. So, we were clearly ready for a change to a more cohesive customer experience from the app download, through a first trip booking, to a customer’s arrival at their destination.
Research from the inside and the outside were the first steps we took toward defining a visual identity which fits MOIA’s DNA. Many Interviews, strategy workshops, and detailed discussions — including lots of positive energy from co-workers and stakeholders — helped us better understand at all levels how our company has developed over the past few years. It felt somehow like a reset, but we like to reflect on it more as a deep process of finding ourselves.
We learned through this intensive research that our iconic vehicle, the MOIA+6, was the most universally recognized part of our brand in Hamburg. At first we thought a new visual identity based on our vehicle would be too obvious, but when we looked even closer at it, we pinpointed three distinct characteristics that we felt would serve to unite our visual identity across all aspects of our business. Over time we became convinced that the unique colours, contrasting boxy-rounded shapes of our vehicles, and the center alignment of our MOIA logo should be the core elements of a new, unified design concept, and that they best communicate what’s in our DNA.
Colour has an enormous impact on design and has the ability to create cohesion, so we took our golden metallic vehicle finish and transformed it into digital artwork. The result reflects in a sensual way the feeling of taking a MOIA ride, and it is the highlight of our new visual identity, a design element we call „MOIA Flow.” Taking inspiration from the interior and exterior of the MOIA+6, we decided to use rounded elements and shapes as the basis for our new overarching design philosophy. We call this concept „Space” — it stands for our customers’ personal space during a ride as much as it does for the space we hope to create in cities. This element is so pure that we use it nearly everywhere.
After months of extraordinary work by our in-house design teams, we’re proud to finally release our new visual identity to the world and, we hope, to inspire you.
We know who we are and where we are headed.
If you want to learn more about our visual identity or our design team, feel free to drop an email to brand-design@moia.io.
Thanks for reading.
Special kudos go to:
Johannes Kempe (Creative Direction), Sonja Forstreuter (Art Direction & Strategy), Cynthia Linnenkugel (Design Management), Kristina Schmidt (Brand Design), Ann Eckert (Brand Design), Julia Marie Werner (Photography), Michael Fragstein (3D-Art), Lisa Tegtmeier (Illustrations), Moril Gnoyke (Motion Design), Marco Schnebel (Sound Design) … you rock!
