An Urban Commute Reimagined

Unagi revolutionized the urban commute. Their initial riders made up New York and San Francisco's young professionals, creatives, and innovators of tech. These trend setting pioneers saw Unagi’s premium $1,000 scooter as essential for getting around their cities.

Since the dawn of our creative partnership, the micro mobility pathfinder has gone through some epic transformations, launched extravagant products and services, made leaps in technology, and built a community of enthusiastic riders from all walks of life, turning their niche product into a global lifestyle brand.

New Beginnings

Unagi’s plans included a brand new product launch, their first ever flagship store location, a nation wide subscription program, inventive ad campaigns, community building events, and a revamped website, just to name a few. To make it happen, we had to rethink the way we communicated with Unagi’s cult following. We started by defining the brand's mission, vision, and core values effectively setting their brand and visual identity.

Mission

To make the best-designed scooters on the planet.

Vision

Cities freed from cars, costs, and pollution. A world where there’s more time to enjoy the people and places you love.

Unagi’s Core Values

DESIGN

Unagi wanted to own the world’s best scooter. So they built it. Their passionate, some might even say obsessional, pursuit of perfection comes through in everything they do and say.

HEDONISM

They admit it. Unagi is freely dedicated to thrills, pleasure, and sheer joy. Life’s for living, and they’re happy to be along for the ride.

OWNERSHIP

Unagi shouldn’t just be a badge, it should be an attitude of mind. We want Unagi owners to feel that they’re part of something bigger, a movement. Not a movement built on elitism, but one born out of a shared aesthetic and a passion for getting more out of life.

EFFICIENCY

Unagi's on a mission to eliminate the barriers to getting out and about — no waiting in line, no timetables, no parking hassles, no traffic jams, no steep gas prices. Unagi believes a truly liberated society is one where people are free to move, cheaply and efficiently.

INNOVATION

They’re eternally curious, restlessly driven and always interested in what’s around the corner. The way we get from A to B is rapidly changing and Unagi wants to be leading the charge.

CURIOSITY

Unagi believes in the power of “what if”. “What if I turned left instead of right?” “What if I got lost?” “What if I went through that strange purple archway?” “What ifs” are the starting point for many an awesome experience. They aim to inspire, and satisfy, curiosity.

FUN

Unagi wants to push the “good times” envelope. To make people realize that freedom of movement gives them an infinite capacity for awesome experiences, Instagrammable moments, in-jokes and stories they can dine out on.

ADVENTURE

They’re evangelists for discovery — for finding cool food trucks, fascinating art spaces, awesome viewpoints, hidden away hiking trails. They share their customers’ passion for the new, the fresh, the ground-breaking, and the unexplored. Unagi's not just about the journey, they’re equally excited about the fabulous adventures at the journey’s end.

COMMUNITY

For Unagi, digital sociability is no substitute for real, live, face-to-face human interaction. They want to help breathe life into communities by making it easier for people to meet up, laugh, share experiences and swap crazy ideas. Unagi's devices are powered by the desire to create connection.

Design.

The logo is the cornerstone of Unagi and is the most immediate representation of their company, products, and brand to the world. We make sure it is presented with consistency and care whenever it appears. We developed the following guidelines to ensure its correct usage whenever it is reproduced and applied.

CLEAR SPACE

To ensure its integrity and visibility, we keep the Unagi logo clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace. The clear space around the logo is an integral part of its design because it ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork, or text.

COLOR PALETTE

The Unagi color palette consists of a primary, secondary color palette. The consistent use of these colors create recognition and strengthen the identity.

Ready, Set, Launch!

With guidelines in place, we set out to reshape the brand's communication. Unagi’s website became a hub for culture, news, city guides, date ideas, and more while paying homage to their beautifully designed product. We focused on their expanding subscription service, big announcements, and unparalleled product specs.

A Subscription Expansion

The Unagi All-Access subscription first rolled out in Los Angeles and New York. With our sights set on Unagi's vision, we kept the Unagi community in the know and included as they expanded their subscription nationwide.

A New Urban Commuting Experience

Everything came together when Unagi launched their brand new scooter, The Model One, Voyager. It packs significantly more range, power, acceleration and smart mobile app features while keeping the lightweight and portable design. To spread the word about this exciting scooter, we helped design Unagi’s new mobile app and captured beautiful product photos. We kept our strategy focused on Unagi’s innovative technology.

Move Smarter

Next we built a campaign with a strategic approach that maximized campaign impact across mediums and platforms. We made Unagi’s subscription the primary focus, share as much detail as space allowed, reinforced the reasons to believe, freedom, personal liberation, extra fun, and more.

It was an extraordinary journey that included films, influencer takeovers, and IRL immersive events and experiences that accentuates Unagi's love of fun, curiosity, and adventure.

City Guides

To show the Unagi community how they can move smarter, we put together curated, scooter friendly rides to the most popular destinations in the cities across America with the most Unagi Subscribers. Allowing potential customers to experience the freedom and transformative commute that owning an Unagi can bring to them.

Multi-City Wide Scavenger Hunt

Unagi keeps pushing the - good times - envelope. We put together a multi-city wide scavenger hunt. By leaving clues for treasure locations on the Unagi website, social posts and in print. Unagi customers, like always, were quick to notice.

It was first come, first served. The people that found the treasure spots the quickest and posted a photo of them with their Unagi on Instagram won special prizes.

The #MoveSmarter Squad

The scavenger hunt was a huge hit and Unagi riders from all around the globe joined in on the fun! With hundreds of fans and celebs taking to the gram to win points and prizes, the #MoveSmarter Squad stormed the internet.

Culturally Connected

Unagi wants their community to know that they'll always be there for them. So it was up to us make to sure their customers have a voice and an ear that'll listen to them. Because without them, there is no Unagi.

We invited hundreds of Unagi's users to virtually join us face-to-face for a chat to learn about their experience. What we heard gave us the warm fuzzies.

Urban Representation

Some of their experiences moved us so much that we had to tell the whole story. Turns out, we weren't the only ones that felt inspired.

The people loved it, which lead us to giving the reins of Unagi's socials to the users. We wanted to let their collective voice do all the talking.

Serenity In the Urban Jungle

Unagi is determined to be there for their customers. We helped them design and launch their first flagship in the heart of SOHO where riders could come by to check out the latest models and test-drive their scooters, get free service and maintenance, or savor a moment and enjoy a cup of joe. The Unagi SOHO location is so much more than a retail store. It is a physical expression of Unagi’s core values in design, innovation, and ownership.