12 September 2023, News

FLOYA – The new mobility app for sustainable and smart mobility in Brussels

Major cities around the world continue to grow, and along with a multitude of opportunities, this development also brings significant challenges, especially in urban mobility. How people get around (or don't get around due to congestion) in metropolitan areas has become a key issue for which cities are seeking solutions that improve quality of life and reduce negative environmental impacts.
Intelligently connected, sustainable, and easy-to-use mobility-as-a-service offerings create positive social impact and are an important building block in urban mobility management. In Germany, we find offers for multimodal mobility in Berlin (Jelbi) and Munich (MVGO), among others - in Belgium, Brussels now also has its app for sustainable urban mobility: Floya.
Floya is the new mobility platform of the Brussels transport operator STIB-MIVB for the Brussels-Capital Region. Floya combines public and individual transportation with shared mobility offerings for a seamless mobility experience in a single app.
Truffle Bay was tasked with brand development, brand strategy, naming, brand identity and brand experience.

Name and brand promise: multicultural and effortless

The name Floya stands for freedom, independence and effortless travel - for more convenience in mobility. Floya is to be used, and loved. Floya is to become the most popular mobility-as-a-service offering for Brussels residents and all visitors to the city. And Floya also has a positive social impact - the service helps to improve traffic in the city and reduce the impact on the environment.
The app's brand design and UI/UX design is eye-catching, user-friendly and vibrant - the DNA of the design is Brussels itself: the 19 districts of the Brussels Capital Region.

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 is derived 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 Purpose succinctly summarizes the core idea and central benefit of the brand: "Your travel buddy for Brussels."

The Brand Experience Concept: Connecting Brussels

Floya not only brings people in and around the Brussels region together, but also the 19 districts of the Brussels-Capital Region. Floya makes shared mobility easy and convenient. 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 and expresses 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 thus establishes a clear link to Brussels, and makes Floya distinctive.

The logo design brings together clarity and flow. Both essential aspects of the mobility offering. The flow characterizes the typographic style of the logo, stands for connection and gives Floya a sympathetic appearance. 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 create a coherent brand presence.
App and communication bring the design strategy to life. With a modular UX/UI design, Floya brings flow to the user experience as well, providing an intuitive and seamless user experience. The agile design system gives Floya messages maximum impact. In brand and product communication in all formats – digital and analog – for all target groups and on all channels and platforms.
Floya is the third new brand in Truffle Bay's Mobility-as-a-Service portfolio. We launched Jelbi in Berlin with our partners and BVG, and MVGO in Munich with MVG. These are all examples of how brand, service and experience development can create sustainable social and environmental impact.

We have already won two awards for the brand and the brand design: German Brand Award 2023 and iF Design Award 2023.


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


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