Interbrand has collaborated with FS Italiane to create the strategic positioning, identity and user experience for nugo, a new digital experience
Rome, Italy (June 22, 2018)– Gruppo Ferrovie dello Stato Italiane, Italy’s national railway group, worked with global brand consultancy Interbrand in a strategic partnership to launch nugo: a digital platform which goes beyond a simply technological approach in order to accelerate the group’s strategic pathway towards redefining the mobility experience. This launch is a key element within Gruppo FS Italiane’s industrial plan 2017-2025, which has set itself a crucial goal: To become the leading authority on mobility.
“Now more than ever before, mobility is a complex ecosystem that is fragmented and changing extremely rapidly,” said Manfredi Ricca, Chief Strategy Officer EMEA & LatAm of Interbrand. “nugo has been created to do what all great brands do: to simplify the complexity, translating it into an immediate, relevant, personalized experience.”
“With nugo we want to contribute to a cultural transformation of the way we move, helping people to use their cars less—and more in favor of collective and shared transport. For this to happen, moving must be simple,” stated Carlotta Ventura, Director of Brand Strategy and Communication for Gruppo FS Italiane. “nugo simplifies travel because it allows the customer to organize the trip by minimizing stress, combining vehicles, and making the purchase in a few seconds.”
The first step towards achieving that goal was to analyze the competitive scenario, the requirements of its target audience and the assets of FS Italiane in order to pinpoint a credible, relevant and differentiated brand positioning: “Real and right experiences on the go.”
“nugo is a radical, courageous innovation on the part of Gruppo FS italiane, and by exponentially improving mobility, it will change the country” said Lidi Grimaldi, Executive Director of Interbrand Milan.
From the name, which blends the concepts of “new” and “on the go” with “personalized” (assonance with you), to the visual language, user experience and service innovation principles, Interbrand and FS Italiane have created a fully-fledged brand ecosystem that redefines the concept of “living mobility”.
“We started by imagining future scenarios for services and interaction, and we modelled a brand on that world,” said Paolo Insinga, Creative Director of Interbrand Milan. “nugo is an interface-brand, both digital and physical, which reinvents the way we travel by efficiently linking together all of the players in the supply chain.”
The nugo logo is framed by two circles, an abstract representation of the wheels and mobility services that are linked together by nugo. The geometric font, bright colors and simple interface all help to create a fresh and contemporary experience for the new digital brand.
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