Velo Brand Identity
Velo
12
Markets Launched
400+
Brand Assets
6wk
Delivery Time
96pg
Brand Book
Overview
Velo closed their Series B at $45M and had 90 days to enter 12 new markets. Their old logo was a free icon download. Their brand had no story. We had 6 weeks to change everything.
The Challenge
Create a brand identity that could work across 12 culturally distinct markets, look premium on a $2,000 electric scooter, feel trustworthy in regulatory filings, and still look great on a neon-lit street in Bangkok.
Our Approach
How We Solved It
01
Brand Archaeology
Mapped Velo's competitive landscape across every target market. Identified a white space: premium mobility brands all skewed either sporty or corporate — none were confidently "urban human".
02
Identity Design
Explored 4 strategic directions with 3 visual routes each. Selected the "Fluid Motion" direction — a wordmark with a kinetic V that suggests movement without literal iconography.
03
System Rollout
Delivered 400+ brand assets, a 96-page brand book, motion design guidelines, and 3 launch campaign concepts — all within the 6-week window.
The Solution
What We Built
A bold, flexible brand system built around motion as a principle. The wordmark adapts across 5 scale levels and works in 12 languages. The colour system — midnight black and electric coral — was tested for legibility in direct sunlight.
12 Markets Launched
"In 6 weeks, Navsetu Labs gave us a brand we'd be proud of in a decade. The process was rigorous, collaborative, and delivered on time — which almost never happens in brand work."
Sofia Reyes
CMO, Velo
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