Free2move, the shared mobility platform from the Stellantis Group (Peugeot, Citroën, Fiat, Chrysler), offers carsharing and rental services to over 6 million customers worldwide through a single digital platform. Its mission is to streamline mobility across its various services while expanding the concept of mobility hubs globally.
- Free2move, Stellantis
- Automotive
- Europe & USA
- Department work (120+ members)
- Brand & UX/UI Strategy
How to transform a brand imaginary into a digital & analogue service?
CHALLENGE.
Elevating a brand to new heights while maintaining its original customer base can be challenging. The project targeted on retaining existing customers while guiding them on a new journey through an expanded service portfolio.
CONCEPT.
During the rebranding phase, we focused on enhancing the visual experience to reflect modern mobility and technology. We introduced a new visual direction that adhered to accessibility standards in both Europe and the USA, ensuring a cohesive and consistent customer experience throughout every aspect of the mobility journey.
REBRANDING PROCESS.
Throughout the process, we conducted multiple internal and external interviews to gauge the emotions and reactions evoked by the new visual direction. After several rounds of alignment, we chose to emphasize the color “purple,” which remains unique within the mobility sector and customer segment. To optimize the user experience, we expanded the color palette to better reflect the brand’s imagery and provide a seamless, visually cohesive experience.
