For the launch of Volkswagen Group’s new mobility company, a company that will be shaping how we move around cities for the next century, we partnered with our clients and developed a brand essence, brand identity and name. The name MOIA is a wordplay derived from Maya, which means ‘magic’ in Sanskrit, the classical language of Hinduism. Inspired by Arthur C. Clarke’s quote “any sufficiently advanced technology is indistinguishable from magic”, we created an identity that reflects the magic and beauty of seamless transition, a metaphor for MOIA’s services. The MOIA logo and typefaces were designed with respect to VW’s heritage linking its rich past to an exciting future. MOIA is an inventive mobility company that will bring about change to people’s lives by re-imagining urban mobility. MOIA will create services that enable more people and products to move more freely and securely, ultimately making cities better places to live.