Bloom Identity creates digital brand for visionary travel app "Abilio"

People are increasingly striving for individuality and self-realization. This trend does not stop at mobility: it, too, is becoming more individualized and offers more and more options thanks to various sharing models. People no longer want to choose between trains, bicycles and cars. They want it all, and they want it in the ideal combination every day - and with as little effort as possible when it comes to planning and "being on the move". This trend is met by the new app Abilio of Südostbahn (SOB) - with a digital platform for a wide range of mobility providers, an intermodal journey planner, and several options for ticketless travel. The Bern-based agency Bloom Identity is responsible for naming, brand strategy, brand presence, and user experience and app design. With abilio, it conceived a digital brand for SOB that is to become the daily travel companion of young, digitally affine people throughout Switzerland. Abilio lays the foundation for the travel of the future.

Intermodal travel on the rise

Abilio's vision is that people should be able to plan a trip individually, independently and without effort from door to door, and pay for it in one swipe - regardless of whether they travel by public transport, on foot, in their own car or by bike. Abilio also integrates cabs as well as mobility, park-and-ride, rental and sharing services. The app is still in its infancy. But SOB's vision is to build a mobility platform that fundamentally changes travel in Switzerland.

Branding for digital brands - a challenge

With a purely digital brand, the visual contact surfaces shrink radically - from desktop to tablet to smartphone. Brand conception and presentation must therefore be approached very differently in digital branding. First and foremost is the customer benefit. It forms the core of brand presentation - alongside user experience and app design as well as naming and brand design. Marketing is therefore included in the product and is the most important part of the brand experience.

Bloom Identity therefore focused on the naming and the word and image mark during the brand conception. In addition, the most important brand elements had to function on digital platforms and in the smallest of spaces, such as the App Store.

Bloom Identity also designed the launch campaign for abilio. With the staged parkour athletes "on the jump from means of transport to means of transport", it is aimed at a young, urban and mobile target group. The campaign relies on both online and offline channels. With posters, public transport advertising, film, social media presence and online advertising, it addresses travelers at different points of contact.