E-scooters are changing the way we get around cities. In a fast-evolving category full of insanely well-funded competitors, we gave Wind a secret super power.
Brand strategy, visual and verbal identity, digital, product and experience design.
Why pick one scooter over another?
In a race for market share, e-scooter sharing companies were all saying and doing the same things. That meant whoever had the deepest pockets would win. So when Wind came to us with a best-in-class product and even bigger ambitions, we saw an opportunity to use brand to change the game.
Brand as a super power
Getting around cities is frustrating and slow. Scooting is exhilarating and fun. So by rebranding Wind as a secret super power, we turned users into superheroes, and everyday travel into sheer happiness.
An identity to get noticed
The visual identity and tone of voice play on classic comic book cues, with bright colours and bold typography reflecting an exhilarating rush of adventure.
We’ve been working with Wind to bring the brand to life. From the website and app, through to the hardware itself. And in every one of their twenty-two markets, from Lisbon to Seoul. Now we’re helping define a range of new products and services that will take e-scooter sharing to the next level.
Standing out takes bravery
Bold work is a team sport. We couldn’t have done it without the vision, commitment and creativity of Eric, Kai, Ed, Matt and the rest of the incredible Wind team.
As our creative partners, Ragged Edge have delivered a brand that will get us noticed and help us grow fast. The results have been immediate, and the process has energised the whole company. You could say that our brand is our secret super power.