As is the case for all large cities, it is a major challenge for the Belgian capital Brussels to make urban mobility smarter and more sustainable, ultimately improving people's quality of life - through fewer cars, better air and more space for cyclists, pedestrians and life in general.
Floya is Brussels transport operator STIB-MIVB's answer to this challenge - the new multimodal mobility-as-a-service solution for the Brussels-Capital Region. Floya combines public and private transportation with shared mobility offerings for a seamless mobility experience in a single app - with the goal of improving life in Brussels and reducing environmental impact.
Truffle Bay developed the brand strategy, and based on it, the naming, brand identity and brand experience.
The brand has already won two awards: the German Brand Award 2023 and the iF Design Award 2023.
POSITIONING AND NAMING
Multicultural and lighthearded
Floya is deliberately not French, Dutch or English, but multicultural and diverse - making it the perfect name for the daily travel companion in Brussels, a city where over 150 nationalities meet on equal terms. The name derives from the Norwegian "fløy" (wing) as a symbol of freedom, independence and effortless movement and evokes the idea of "flow" in the sense of fluid, efficient, seamless mobility.
The brand promise succinctly summarizes the core idea and central benefit of the brand: "Your travel buddy for Brussels."
Connecting Brussels with ease
Floya brings together not only the people of the Brussels Region and its surroundings, but also the 19 districts of the Brussels-Capital Region. The heart of the creative concept is the Floya patchwork: the shapes of the 19 Brussels districts come together in one pattern. The design system allows the shapes to interact in a completely flexible way, expressing the many individual possibilities of the app. The color scheme of the Floya patchwork is composed of the visual identities of the two Floya initiators STIB (blue and red) and the Brussels Region (blue, yellow and gray).
The brand design establishes a clear link to Brussels. The moving components and the visual language show how lighthearted and easy it is to use Floya.
Clear and always in flow
The logo design brings clarity and flow together. Both are essential aspects of the mobility offering. The flow characterizes the typographic style of the logo, the imagery and the agile interaction of the components. It stands for connection and makes Floya likeable.
All in connection: for a holistic brand image, important components such as pictograms and the brand font build on essential formal features of the logo and combine to form a flowing whole.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test