Voi - Micromobility Accessibly Rebranded
Info
When I joined Voi, Europe’s largest micromobility provider, the brand needed to match its ambition: making cities safer, cleaner, and more human. I led the in-house rebrand alongside Head of Brand Fredrik Hurtig, mentoring the design team and shaping a system that could scale across markets.
Together, we redefined photography, video, and product storytelling. I designed an accessible, scalable illustration system—built with a three-layer, colour-coded framework for localisation—while Katrin Hauks, Voi’s in-house illustrator/designer, created the illustrations. I also established typography, colour, and grid frameworks, and implemented a DAM with localisation-ready templates, enabling teams to produce content efficiently and consistently.
The rebrand supported Voi’s international campaigns, including the award-winning “Let’s Get It Right,” and seasonal campaigns that drove up to 400% email engagement. More than a visual refresh, it became a shared, accessible system that aligned teams, scaled globally, and communicated Voi’s mission with clarity and purpose.
"Moving beyond staged imagery, the visual language embraced a cinematic yet journalistic approach—authentic, inclusive, and always with the product in focus. A new narrative of micro-stories emerged, highlighting the destinations and moments of Voi rides, wrapped in a cohesive and engaging style that reflects the lifestyle of core users."
"Voi coral was adjusted enough to meet accessibility standards. Shades for illustration, neutral palettes, and alert colours were also put in place."
"Voi's already existing illustration style by Katrin Hauks, got revamped and organised in composition, with a carefully considered file set-up to work seamlessly with the new DAM system's icon library. As a result, the new illustration system can be composed bespoke – localised for the international market, hence relevant for each location.
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