Putting human emotion at the heart of getting around the city
FREENOW had built Europe’s leading mobility super-app - taxis, e-scooters, e-bikes, car-sharing and more in one place. But awareness lagged behind functionality. Seen as a utility, not a lifestyle, it needed an identity that sparked emotion and stood for more than getting from A to B.
City life often feels like routine on repeat. Young urbanites don’t just want transport that works; they crave the feeling of freedom - the ability to move easily, explore spontaneously and connect with their city on their own terms. Our opportunity was to recast FREENOW as a brand that celebrates mobility as liberation.
We created Feel FREENOW: a brand platform putting emotional resonance at the heart of mobility. At its centre was Free City, a CGI zoetrope world where characters loop endlessly in mundane routines until the Free Now app disrupts the cycle - unlocking colour, rhythm and spontaneity across every mode of transport. The platform extended through OOH, radio, social, and a refreshed design system, allowing each market to localise while staying true to a joyful, liberating brand voice.
Launched across nine European markets, Feel FREENOW re-energised the brand with a unified identity. The campaign won acclaim for blending craft with emotional storytelling, positioning FREENOW not just as a mobility app but as a cultural brand that makes cities feel more open, accessible and alive. By reframing transport as freedom, not function, we helped FREENOW own a space competitors couldn’t: the emotional future of urban mobility - driving a 53% increase in passengers year-over-year and boosting pre-tax profits from £1.6M to £4.9M.
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Putting human emotion at the heart of getting around the city for FREENOW
Young urbanites don’t just want transport that works; they crave the feeling of freedom - the ability to move easily, explore spontaneously and connect with their city on their own terms. Our opportunity was to recast FREENOW as a brand that celebrates mobility as liberation.
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