VanMoof.

Making urban mobility a Joyride.

Global brand and product positioning.

The iconic Dutch ebike brand went through a meteoric rise followed by a widely-publicised bankruptcy that affected consumer and industry trust.

With new ownership and a plan for business recovery, we needed to signal the change externally to the world.

We zagged from the sustainability narratives that dominate the category and identified a more personal, everyday enemy — the chaos and drudgery of urban transportation.

We positioned VanMoof as a brand that believes city mobility should spur you on, not hold you back. And their iconic bikes as a all-senses-firing joyrides.