In 2018, Europcar, a global leader in mobility services, expanded its portfolio by entering the car-sharing market, acquiring over a dozen small and medium-sized car-sharing companies across Europe. Collaborating with the talented Emma Pueyo, and the wonderful Bea Alberti and Raúl Sualdea from the Ubeeqo Design Team, we crafted a brand strategy to unify these newly acquired businesses under a single, recognizable brand: Ubeeqo—the largest of the acquired companies. While most competitors focused on explaining the functional aspects of car-sharing, our strategy differentiated Ubeeqo by emphasizing emotional messaging rooted in diversity and personalization—two core values at the heart of the brand. This approach resonated deeply with Ubeeqo’s broad and diverse consumer base.