Strategic Overhaul for MOIA

MOIA, Volkswagen’s ridesharing service, was at a pivotal moment in its evolution. Having become an integral part of public transport in Hamburg, MOIA transitioned into a new era where private services connected seamlessly with public infrastructure. The company not only provided the software and technology to manage ridesharing fleets but also offered the hardware—shuttles, buses, and cars—to serve previously underserved urban areas.

The Challenge

With its new role as a public transport stakeholder, MOIA faced a significant shift in its positioning:

• Transitioning from a B2C service provider to operating in the B2G (Business to Government) space.
• Speaking to policymakers, local governments, and the public to demonstrate its value as a vital public service provider.
• Differentiating itself in a competitive and niche space while maintaining relevance to consumers.

Our Approach

BRNDLB was brought on board to help MOIA navigate this transformation. We delivered a comprehensive overhaul of their brand and business strategy to align with their new vision and objectives.

1. Brand Strategy and Positioning

We redefined MOIA’s positioning to reflect its role as a public service provider focused on "shared mobility for all." This new vision emphasized democratizing access to mobility and connecting people, places, and communities.

2. Visual Identity and Tone of Voice

MOIA’s brand visual language was updated to reflect its elevated role. We introduced:

• A modernized color palette and typography for clarity and accessibility.
• Visual elements that symbolized connection and community.
• A tone of voice that balanced professionalism with approachability, appealing to policymakers and the public alike.

3. Brand Governance

We established a robust governance system to ensure consistency in MOIA’s communication across all audiences—from consumers to policymakers to local and regional governments. This included guidelines for:

• Messaging frameworks.
• Asset management.
• Cross-platform communication.

4. Communication Framework

To support MOIA’s new role, we developed a future-proof communication framework, enabling the company to effectively:

• Engage policymakers with data-driven insights on their value as a public service.
• Connect with the public through campaigns that emphasized shared mobility and community impact.
• Maintain relevance in global discussions on mobility and sustainability.

Outcome

MOIA’s renewed vision of "shared mobility for all" found vibrant expression through its updated brand assets and strategic campaigns. Key results included:

• Improved Stakeholder Engagement: MOIA positioned itself as a trusted partner for local and regional governments, showcasing its capability to enhance public infrastructure.
• Clearer Communication: The updated brand and messaging resonated with both policymakers and the public, solidifying MOIA’s role as a vital public service provider.
• Global Relevance: The new strategy laid the foundation for MOIA to expand its influence and relevance to a global audience.

Reflections

MOIA’s transformation underscores the power of strategic branding in navigating complex market transitions. By aligning its vision, communication, and identity, MOIA established itself as a leader in shared mobility, paving the way for future growth and impact.