• Transform magazine
  • September 27, 2021

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Black designs new identity for ONE MOTO

One Moto – Top

Washington-DC, Copenhagen and Dubai-based creative agency, Black, worked with UAE-based electric mobility company ONE MOTO to design a new brand identity. The event marks the first rebranding of a major automotive brand in the region.

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ONE MOTO aims to reimagine a new future from over a century of internal combustion engines, propelling into a green future with effortless mobility and zero emissions, explains Adam Ridgway, founder and CEO, ONE MOTO.

“We’re calling it ONE MOTO 2.0. With the three new vehicles currently in design and development, the rebrand is perfectly timed to ensure a pioneering corporate identity to lead our new modular fleet,” he says.

There is a converging trend between cutting-edge companies and shaping identities and narratives for a digitally-native age, says Black’s global creative director, Anders Christiansen.

“We’re excited to engage on this project with ONE MOTO. Many brands lead with a strong identity, but the team at ONE MOTO lead with a compelling product with unlimited global potential. With this rebrand, we’re embarking on defining mobility brands in an electric future,” Christiansen says.

With the aim of transforming city commuting and last mile delivery with a cleaner and more sustainable form of mobility, ONE MOTO aims to differentiate itself in a field of established competitors. With an estimated 270 million motorcycles globally on the road today, the UN environment programme estimates 400 million motorcycles globally by 2050.

“Everyday in Dubai alone, we have 15,000 motorcycles on the roads delivering us food, pharmaceuticals, products, and packages, and these bikes produce 16,500 tonnes of CO2 each year. We aim to create the UAE’s first EV manufacturing plant, positioning ONE MOTO and the UAE on the global automotive manufacturing stage,” says Ridgway. “We’re fully aware of the challenges of moving from a regional to a global mobility brand, and securing this partnership with Black supports our sustainable values, vision, and growth plan. ONE MOTO’s new identity is a key element of our global expansion,” he adds.

Ridgway plans to take ONE MOTO globally, and has recently launched in 13 territories throughout India, signing a distribution agreement throughout Australia, with plans for a global expansion to 100 cities by 2025.

Alongside the new corporate identity is a digital platform to access ONE MOTO’s products and service offerings, with the website expanding to include an international sales network for ONE MOTO’s global distribution partners. The new website has been reimagined to ensure an improved customer journey, with pre-orders being accepted on ONE MOTO’s anticipated new vehicles.