Transport should be made safer, more efficient, more comfortable and climate-neutral for everyone. The city is therefore developing a new, digital and networked system to drive forward the mobility transition in the metropolitan region. The merger of the HAW Hamburg real-world laboratory and the project management office of Hamburger Hochbahn AG with the municipal ITS Hamburg 2021 GmbH created the company New Mobility Solutions as a full Hochbahn subsidiary in the second half of 2022.

The mission: to support the city of Hamburg in implementing a sustainable transport and mobility transition.

As a first step, we created a pioneering branding for one of the most important mobility players and a fresh driver of this vision. We developed the entire corporate design - from the logo, colours, shapes and typography to the design of the media at all key touchpoints. The figurative mark opens up to the future and symbolises five key attributes that characterise the path to the mobility revolution: Sustainability, innovation, inclusivity, foresight and fairness. With an expressive colour system, we position the brand as future-proof and make a clear statement.