Your mobility. Made easy.

The mobility sector is undergoing significant transformation, impacting both providers and users. Megatrends such as sustainability and digitalization, coupled with an increasingly complex world, drive dynamically changing customer needs, with a growing desire for simplicity and comfort. Alphabet, a subsidiary of the BMW Group and a leading leasing and full-service provider for sustainable corporate mobility, has strategically evolved its business model in response to these changes. Consequently, the brand and the overall brand experience needed to be redefined to align with this new direction.

Alphabet's redefined brand identity is built on the principles of "Expertise," "Responsibility," and "Partnership," with a purpose-driven mission: "We make life easier by navigating people to better mobility." The brand's personality is now expressed through the values "empowering," "creative," and "convenient." The central idea is the customer-centric promise "Your mobility. Made easy.," which also serves as the brand's claim. This concept of ease shapes the brand essentials and builds the creative platform, influencing all touchpoints with simple interactions, supportive structures, and clear, straightforward visual messages, creating a seamless and easy brand experience.

Alphabet's redefined brand identity is built on the principles of "Expertise," "Responsibility," and "Partnership," with a purpose-driven mission: "We make life easier by navigating people to better mobility." The brand's personality is now expressed through the values "empowering," "creative," and "convenient." The central idea is the customer-centric promise "Your mobility. Made easy.," which also serves as the brand's claim. This concept of ease shapes the brand essentials and builds the creative platform, influencing all touchpoints with simple interactions, wsupportive structures, and clear, straightforward visual messages, creating a seamless and easy brand experience.