Launching a new category and mobility mode around the globe



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.



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



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

Case Studies