Redefining Urban MObility
UMO
CUBIC'S FIRST CONSUMER TRANSIT BRANDWONDER
What happens when you combine the functionality of the Metro, Uber, and Google Maps all-in-one?
EXPLORE
Changing the way U move.
Urban mobility is a simple concept with complex logistics — make it seamless for people to get exactly where they need to go, when they need to go there. No matter HOW.
Simple solutions. Seamless journeys.
Meet Umo, the smart travel companion and mobility platform that bridges the worlds of B2C+B — providing simple and flexible travel for users, transit agencies, and service providers alike.
CELEBRATE
From The Metro, to The Tube, to your phone.
Cubic Corporation is the transportation giant whose software and logistics systems run the world’s top transit networks, such as the New York Metro and the London Tube. While their reputation was stellar in the B2B space, their latest product, an app for metro commuters, took them into uncharted waters. We bridged the gap with a brand architecture strategy expanding Umo as a master brand across 7+ product brands, maintaining their B2B leadership while launching them consumer-side.
THE JOURNEY
Where the strategy came to play.
Brand architecture
Brand positioning workshops
Messaging + positioning framework
Naming
Project created as part of the team at Traina.