Launching a new category and mobility mode around the globe

Brand, Growth, Messaging, Product UI, Strategy, Video & Photo, Web

Background

In early 2017, Lime founders (LimeBike at the time) looked to bring the bikeshare revolution to the US. They approached Brandmates founder, Mateo Bueno, to lead the creation of the brand along with positioning and messaging of the Lime solution. All marketing efforts were needed for Lime to raise funds, release the app, launch first markets, and hire its first employees. This project was the inception of Brandmates with several creatives (Sophie, CJ, Raag, Michelle, and Brice) coming together to shape the foundation of the brand. Brandmates also created the first local market playbook to direct how to activate each new Lime market online and offline.

Scope

Brand identity & logo development (evolving from initial pitch deck logo)
Develop messaging framework to agree on core value prop, benefits, and brand positioning
Serve as product marketing team directing in-app copy and comms
Develop visual style guide and illustration style
Build website, collateral, and local market launch materials combining messaging and visual direction
Produce market launch “how it works” video to educate first adaptors
Led PR and won coverage across major tech publications launch - managing reporter relations and
Led media training for leadership team

Evolution of
the brand

1)

The brand exploration process led to a strategic question for Lime: could it evolve past the emphasis on “bike” in order to provide a portfolio of mobility solutions? Today, Lime offers a portfolio of vehicles from bikes, electric scooters, mopeds, and even small cars.

Evolution of
the brand

2)

Brandmates recommended moving to a single logo across applications (web, mobile, print), emphasizing a wheel vs. the entire bicycle, and simplifying the wheel to increase flexibility across applications.

Evolution of
the brand

1)

Initial logos used by founding team interchangeably. The bicycle logo was used on mobile application, while the wheel was presented to other stakeholders – creating confusion and a lack of recognition for a new, unknown brand.

Lime and Brandmates founders Toby Sun and Mateo Bueno on arrival of first bikes to the US – Jan 2018

Results

30 countries

Launched in over 30 countries and 100 cities

$1B raised

Close to $1B raised in capital

Over 1M rides

In Y1 and 6M in first 18 months

“Brandmates helped Lime tremendously in our early stage. Mateo operated as our Head of Marketing from day one. They defined the brand equity, developed product marketing, and launched our brand including PR, visual ID, social, and a local market acquisition playbook. Tough to find a better partner like that when you need to have someone do it all.”

Toby Sun

Co-Founder & CEO