Mobility

Expand and define the Mobility brand, looking to the future.

What began in 1987 with eight Swiss and a red car has developed over the past decades into Switzerland's leading car-sharing provider: Mobility.

Today and in the future, however, Mobility is more than that. The company is on its way to becoming the largest national provider of individual mobility services. On four wheels, two wheels, for self-driving or ride-sharing. Today, the leading car-sharing company offers its almost 200,000 customers throughout Switzerland more than 2,800 vehicles and 200 electric scooters. Simple, inexpensive, around the clock self-service.

Hotz Brand Consultants has been supporting Mobility for many years in all aspects of brand management. Among other things, they jointly realised the rebranding in 2009, which became the face of today's brand. In the recent past, Hotz Brand Consultants also supported Mobility in the implementation of its corporate strategy, which included the development of new service areas.

The objectives:

• Clarify the brand architecture with a focus on future business fields

• Open up the brand image for new service offerings and target groups

• Communicate strategy to employees and partners

• Optimise the brand experience at digital touchpoints

• Integrate catch-a-car

• Brand development of Mobility-Go

Translating a portfolio of services into a future-oriented brand architecture.

In 2018, Hotz Brand Consultants became involved in the Mobility corporate strategy process as brand management experts. In close cooperation with Mobility's CEO and corporate communications, the corporate strategy was illuminated from a brand perspective and a brand-oriented development and integration of the planned new service fields were ensured.

In a first step, the strategic development framework of the service offering was analysed and implications for the brand architecture were derived. Hotz Brand Consultants designed a brand architecture framework to capture and categorise the different services and then systematically develop a consistent and clear naming of the new services. The portfolio of services and offers could thus be translated into a logical and future-oriented brand architecture.

Mobility Carsharing had to become Mobility. Hotz Brand Consultants developed the basis for the decision and accompanied the rebranding from "Mobility Car Sharing" to "Mobility". In addition, the naming for all current and future service offerings was (further) developed.

An instantly recognisable brand moving employees, partners, and customers towards the future together.

Successful expansion of the Mobility service offering was achieved across Mobility Scooter, Mobility Carpool, and Mobility Go. Customer and turnover growth was reported in the single-digit percentage range through the successful integration of catch-a-car.

The new, dynamic, and unmistakable brand identity led to optimal brand recognition, not only through target audiences but also through employees and partners who were mobilised on the joint path from today to tomorrow.