Social Movement

Context / brief

When Volkswagen Group initiated a new ‘mobility as a service’ platform, Alchemy Amsterdam was asked to develop the name and identity for the new company. A task that was quite challenging since there were no services or products developed yet.


Without knowing what their first mobility solution would look like, inspiration was found in Arthur C Clarke’s quote about the future of technology. Stating that “Any sufficiently advanced technology is indistinguishable from magic” We understood that all future services should be perceived as almost’ magical’. Seamless, fluid and effortless. The sanskrit word for magic became the inspiration for the name MOIA. The VW initials hidden in the logo add a subtle magical element to the identity. Hundreds of MOIA ride sharing vehicles are currently operational in Hamburg and more cities are to follow.

Visual identity
agency / Client
Alchemy / Volkswagen Group
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