Wind Mobility given superhero-themed brand makeover from Ragged Edge

Mark Johnson's picture
by Mark Johnson

Germany-based e-scooter sharing business Wind has revealed a new superhero-themed brand identity designed by London branding agency Ragged Edge.

Hot on the heels of a $50m investment round, Wind worked with award-winning London branding agency, Ragged Edge, to redefine its brand. 

Positioning Wind e-scooters as a secret super power, the agency created a vibrant new visual and verbal identity to cut through a rapidly growing category. 

Villainous commutes

And just as every superhero has its arch nemesis, Wind has identified travel misery as the ‘villain’ it seeks to defeat.

Wind power: E-scooter rebrand to conquer the 'crush' hour

“In discussions with Ragged Edge, we hit on the idea of turning every mundane travel moment into one of happiness and joy”, said Ed Schmidt, EMEA CEO. 

“The commute is the worst of these – a journey that most people dread. Our mission is to turn that on its head and to allow our e-scooters to make that journey to work, or wherever you’re going, something to look forward to.”

Wind’s new look and feel is evocative of the comics of the past, and aims to empower its customers to be the ‘everyday hero’ of their city. 

The bold new look also matches Wind’s recently-launched hardware — an in-house designed scooter that was crafted specifically for the sharing market.

Max Ottignon, Co-Founder, Ragged Edge, said: “In a race for market share, the e-scooter category has commoditised itself. 

Standing out

“Most of the competitor brands are pretty functional and generic. That felt like a big opportunity to stand out with something bold.

“Getting around cities is often a miserable experience. But scooting is exhilarating and fun. So we built a brand around joy. 

“By reframing Wind e-scooters as a secret super power, we turned users into superheroes, and everyday travel into sheer happiness.” 

Matt Turzo, EMEA COO, Wind, added: “Our new branding truly reflects the vision we’ve always had for Wind to transform the ordinary and set ourselves apart from other companies. 

“This rebrand comes at a crucial stage for our business, alongside a significant round of investment, and will play an exciting role in our future expansion.”

Wind has operations throughout Europe and Asia and employs over 120 people worldwide, including at its own R&D centre in China. 

The company offers its services in more than 20 cities across the globe including operations in Germany, France, Spain, Israel, Austria, Portugal, Demark, Korea and Japan. 

From today, the new branding will be live across the Wind app and website, and will expand to Wind’s fleet of e-scooters across the summer.

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