Surfing the City

BRANDCODE developed a bold new identity for the XBoard product brand for Mubea U-Mobility, the micromobility subsidiary of Mubea, a specialist in lightweight construction and a global automotive supplier.

The XBoard is a market-ready premium e-scooter that sets entirely new standards in terms of safety, comfort, and riding experience. Thanks to its patented folding mechanism, the XBoard folds automatically to a compact size with just a kick on the footrest, and a full-suspension chassis with three individually suspended wheels ensures a level of riding stability unprecedented in city scooters, along with better grip even on uneven or slippery surfaces. Lightweight materials and a design based on automotive expertise make the XBoard a quality product “Made in Germany.”

The XBoard product brand, developed by BRANDCODE, embodies the product’s core feature: opening and closing with a single click. The logo’s striking element and visual symbol is the distinctive “X,” which echoes the innovative design and, through its lightness and simplicity, alludes to the product’s practicality and flexibility.

To create a striking message, a photo shoot produced expressive images that capture an exciting and sometimes unusual view of the target audience in an urban setting. Casual, safe, and elegant, the XBoard turns the journey to your destination into an experience: a surfing sensation for the last mile.

The primary brand color is a bold cyan that radiates strength and elegance against a dark anthracite background, presenting the e-scooter as a premium product.

The visual identity also ensures seamless integration into Mubea U-Mobility’s brand architecture, which helps to unite all of the company’s product solutions under a single brand while allowing each to have its own scope for targeting specific audiences.

In addition to the visual identity, the brand presence includes the redesigned XBoard website, app UI design, social media posts, and other materials.