Cruising Through the City on a Surfboard

Mobility reimagined

With the XBoard, Mubea U-Mobility—the micromobility subsidiary of the international lightweight construction and automotive supplier Mubea—is launching a premium e-scooter that redefines urban mobility. The goal was not only to develop an exceptional product, but also to create a brand that embodies innovation, quality, and riding enjoyment in equal measure.

The product itself sets entirely new standards. Three individually suspended wheels, a full-suspension chassis, and the patented folding mechanism ensure exceptional stability, comfort, and safety in urban environments. High-quality lightweight materials and automotive engineering make the XBoard a premium product “Made in Germany.”

This philosophy is also reflected in the visual identity. For the brand launch, an urban photo shoot was created that portrays the target audience in an authentic and confident light. Instead of traditional product photography, the focus is on dynamism, lightness, and the unique riding experience. This turns the last mile into an experience—true to the motto #drivethewave.

A brand with high recognition value

At the heart of the brand development is the XBoard’s key innovation: its patented one-click folding and unfolding mechanism. It is precisely this feature that served as the foundation for the brand name, logo, and visual identity.

The striking “X” serves as an unmistakable trademark while also symbolizing movement, lightness, and flexibility. A bold cyan against a dark anthracite background lends the brand self-confidence, dynamism, and a high-quality, premium character.

At the same time, the visual identity seamlessly integrates into Mubea U-Mobility’s brand architecture and strengthens the recognizability of all product solutions under a single umbrella brand.

A consistent brand identity

The new brand identity was implemented across all relevant touchpoints. In addition to corporate design and brand architecture, BRANDCODE developed the XBoard website, the app’s UI design, social media content, and other communication materials. The result is a consistent brand experience that brings Mubea U-Mobility’s innovative strength to life across all channels.

We’re especially proud of the many awards we’ve won for this project!