motiontag: A Clearer Voice for the Future of Mobility

"Thank you so much Eduardo and Gabriela for the great collaboration and the awesome results." Stephan Leppler - CEO & Co-Founder at motiontag

motiontag is a German tech company helping shape the future of urban mobility through passive data collection and behavioral insights. With clients across Europe and a portfolio of complex digital solutions, the brand needed to evolve from a young tech startup to a trusted, industry-ready partner for governments, researchers, and mobility planners.

That’s where we came in.

A New Strategic Direction

Our main goal was to translate motiontag’s strategic evolution into a mature, consistent and scalable visual and verbal identity. The new identity needed to convey clarity, innovation and trust without losing the energy and purpose that made the company stand out in the first place.

From visual language to voice and tone, we created a complete Brand Communication Guideline that anchors the brand in a sharper positioning: precise, robust, and human.

A Logo Built on Movement and Scale

At the heart of the new identity is a logo that subtly captures layers of movement, depth, and transformation. Inspired by stacked panels in perspective, the symbol reflects motiontag’s ability to track complex data and reveal meaningful insights – always in motion, always forward-looking.

Core Color Palette

The new brand introduces motiontag Blue – a deep, confident teal that anchors the visual system. It’s complemented by a vivid Yellow Accent, and a versatile range of supporting neutrals that help the brand shift between technical, bold, and friendly tones.

Typography: Roboto Flex & Roboto Mono

motiontag’s typography is built around Roboto Flex – a highly versatile typeface designed for clarity across platforms. It’s paired with Roboto Mono to bring precision and contrast to technical content, dashboards, and developer docs.

This pairing helps the brand flex between marketing storytelling and high-density product interfaces with ease.

Phosphor Icon Set

For icons, we integrated the Phosphor Icons kit – a consistent, open-source set that aligns perfectly with motiontag’s clean, digital-first approach. This gave us flexibility across all UI states and marketing uses without compromising visual cohesion.

From Print to Product

We crafted a broad set of branded applications, from promotional brochures and printed reports to social media packs and business cards – all aligned with the brand’s updated tone and market positioning.

Offline materials were treated with the same care as digital assets, using space, grid, and rhythm to convey clarity and reliability.

Website Design: Function with Flair

A key moment of the rebrand was the website redesign. Our direction aimed to communicate both product depth and institutional credibility. With carefully crafted layouts, gradients and interactions, the new site places motiontag’s value front and center – clear CTAs, crisp visuals, and seamless navigation.

The homepage hero combines storytelling with tech credibility, featuring a real-time data narrative that mirrors their core product offering.

Brand Guidelines: Bridging Toward Product

While this was primarily a branding project, we laid visual foundations that suggest how the product interface might evolve. Buttons, tables, modals and icon usage in our prototypes already reflect a clean, modular system that could inform future dashboard design.

The direction points to a future where motiontag’s product UI is just as solid, accessible, and scalable as the brand itself.

Final Words

With this rebrand, motiontag now has the tools and visual confidence to scale their voice – whether they’re pitching public institutions or onboarding developers. The new system is more than just a fresh coat of paint. It’s a strategic step toward building trust, authority and usability across every touchpoint.