We helped Europcar consolidate its fragmented European car-sharing business under a single brand with the potential to lead the new mobility sector.
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.
We worked closely with Ubeeqo’s design team to transform the brand strategy into a vibrant, modern visual and verbal identity—one that continues to redefine the shared mobility industry.
To capture the dynamism and sense of constant movement we envisioned for the brand, we implemented an extensive and vibrant color palette. This not only reflected Ubeeqo’s diverse audience but also addressed the varied needs of its customers. We designed an organic symbol, evocative of infinity, to serve as a distinctive brand asset. This symbol became a recognizable feature that inspires and unifies the rest of the brand’s visual identity.
In addition, we developed a vibrant, colorful photography style that conveys a feeling of continuous motion and evokes a ‘feel-good’ optimism. This energetic photography is complemented by a playful, colorful thread that interacts with the people depicted, functioning as a brand device that ties the entire visual identity together.
Brand Strategy
Eduardo de Felipe
Emma Pueyo
Creative Direction
Eduardo de Felipe
Emma Pueyo
Global Marketing Team
Hubert Grealish
Blanca de Balanzó
Design Direction
Bea Alberti
Raúl Sualdea
Design Team
Carmen Rosario
Sebastian Howell
Animation
Alicia López
Hide Studio
Production
Blua
Comms
Jason Deign
