Development of an app name for BVG's Mobility-as-a-Service (MaaS)

Because we love brand names

“Mobility Hub”: Says mobility, says connectivity, says buzzword. Just what the Berliner Verkehrsbetriebe (BVG) thinks when they need a new name for a respective concept.

The point being, it shouldn't be as descriptive. It should stand for both a physical location and the digital platform at the same time. Be suitable for an app — without looking all too alien in Berlin's transportation world.

As said hubs are created at junctions, they combine several means of transport. Whether by bus, train, bicycle or car: customers should always be well informed and get from A to B quickly.

‍

Painting the town yellow

Very German — and very modern. Expressive — and yet special. First and foremost, a perfect fit to the humorous, direct BVG tonality. How do you find the right product name given all these requirements?

We develop initial approaches in a joint brand workshop. And follow up with a strategic development based on sharpened approaches: Berlin-style. Courageous Different.

‍

In the end, the answer is clear: BVG has a yellow heartbeat. And in our case: Yelbi. A name with personality that matches the BVG's tone of voice — and tone of color. Berlin's mobility in a nutshell.