TIER - Brand Launch
Building Europe’s sustainable mobility brand through purpose-led storytelling
The Brief
When TIER entered Europe’s exploding e-mobility market, the streets were already full of scooters and every brand looked the same. Competitors were racing for permits, investors, and riders, all shouting louder than the other. What TIER needed wasn’t another campaign, but a reason to exist, a way to rise above the noise and define what the category could stand for.
The Work
We built the brand from scratch around a clear ambition: to make micro-mobility a movement, not just a mode of transport.
That became Change Mobility for Good, a purpose that grounded TIER’s voice in optimism, responsibility, and urban progress. Our first campaign, Take a TIER, introduced the brand with a bold, playful tone that reframed every ride as a small step toward cleaner, quieter cities. As TIER matured, our storytelling evolved.
We created Beat Traffic for Good, a street-level activation that turned the everyday frustration of gridlock into a rallying cry for smarter movement. The film celebrated real people ditching cars for e-mobility in Berlin and Vienna, capturing the humour and energy of a city choosing better ways to move. It gave the purpose a pulse, immediate, joyful, and unmistakably local.
We then expanded the brand world through Behave Like an Animal, a biomimicry-inspired idea that encouraged people to move more like nature does, collectively and responsibly. Across all touchpoints from outdoor and film to product and partnerships, we unified teams under a single visual and verbal system that could flex across markets while staying distinctively TIER.
The Outcome
In under two years, TIER grew from a start-up to Europe’s largest shared-mobility brand, operating in more than 400 cities.
The campaigns established a new voice for sustainable transport - human, playful, and grounded in impact and helped position TIER as a leader in purpose-driven scale-ups. Even as market dynamics shifted, the work left a lasting framework for how the brand connects purpose, product, and progress.