Insight

The days of interacting with a bland interface are over. Consumers now demand personality from brands and their products, especially when it comes to apps. 

Challenge

Cubic Corporation is a force in urban transportation, with behind-the-scenes systems running the New York Metro and the London Tube. But their new B2B2C app needed a brand that resonated directly with commuters.

Solution

Based on research and competitive analysis, we positioned Umo as the everyday travel buddy, giving it an identity that embodies ease.

Taking the unexpected route

Where most transit apps have the personality of a black-and-white bus schedule, we brought Cubic’s app to life with fun. The quick, clever name serves as a shortcut to “urban mobility” and an allusion to “U move”—its three letters also make up the friendly face of their image mark.

The app’s ease and user-friendliness are also expressed through an expansive visual vocabulary of iconography and joyful photographic treatments.