The Drive Behind the Change
When eSakay first approached us, the brief was straightforward. Our task was to rebrand for a company with a solid operational track record in electric transport, backed by the institutional strength of its parent company, Meralco. But midway through the process, everything changed. Meralco sold eSakay to a new group and made a strategic decision to form an entirely new entity, one with a broader ambition to lead the Philippines’ transition to electric mobility infrastructure. That entity would become MOVEM. And from that point on, Design For Tomorrow was no longer refining an existing brand. We were building a new one from the ground up.
But the brand they carried didn’t reflect any of that. It felt dated, cautious, and a touch out of sync with a future-facing mission.
In a sector still clouded by low awareness and patchwork infrastructure, they needed more than just a new look. They needed clarity, cohesion, and a unifying identity that could rally stakeholders, earn trust, and move the conversation forward.
Let’s face it: in a space this overlooked, branding isn’t a finishing touch but the all-important steering wheel.
A Defining Pivot
We began with the most public-facing transformation: the name.
MOVEM was born. A name alive with forward motion and layered meaning. A portmanteau of “Move ‘Em” and “momentum,” as well as a nod to its parent company—Meralco + mobility—it captures both mission and movement. The shift from eSakay to MOVEM wasn’t cosmetic; it signaled a new energy: dynamic, human, and inclusive.
A name designed to grow with the brand as it evolved from a transport service into an electric mobility infrastructure provider. It’s also one of the few names that sounds like a verb, feels like a cause, and looks great on a charging station.
IMPACT
The transformation from eSakay to MOVEM marked a pivotal moment in the Philippine mobility and electric transport sector. What began as a rebranding project evolved into a full-scale brand creation effort prompted by Meralco’s sale of eSakay and the founding of a new, future-facing company. Since its launch, MOVEM has emerged with a sharper purpose and more substantial public presence, grounded in Meralco’s legacy but reimagined as a platform to lead the country’s shift toward sustainable mobility and next-generation electric transport infrastructure.
MOVEM has been featured in key sustainability and mobility forums, including the PH Electric Vehicle Summit, establishing thought leadership in the electric transport infrastructure space.
The revitalized brand has sparked new public–private partnerships and broadened visibility across urban development, electric fleet, and transport planning sectors
Government agencies, LGUs, and private firms now cite MOVEM as a viable solutions partner for sustainable city development and future mobility infrastructure.
From perception to participation, MOVEM became both a brand shift and a shift in national direction. Given Metro Manila traffic, that’s practically a revolution.
CREATIVE SERVICES DELIVERED
Our collaboration with MOVEM spanned strategy to execution, including: brand strategy, naming, brand identity design, visual language development, copywriting, brand voice, experience design, and sustainability communication.
The Commitment to Move
Every credible brand needs a soul. For MOVEM, that soul is “Move Responsibly.” A deceptively simple line that carries the weight of its entire mission.
“Move” suggests innovation, energy, and disruption. “Responsibly” adds the dimension of care—for people, for cities, for the planet.
We think of this not as a tagline. It’s a philosophy that informed every design choice: from the visual system to the verbal voice, our work allows MOVEM to be seen in a broader, holistic perspective, not just as a utility or service. MOVEM is an integrated platform for urban transformation and sustainable futures. Yes, it’s electric. But with manners.
Built with Intention
It became essential that the new identity be purposeful, and the outcome should reflect the salient duality: dynamic movement and deliberate responsibility.
Design For Tomorrow built an identity system grounded in clarity and rhythm, where forward-thinking meets accessibility. The logo evokes a sense of propulsion; the typography is clean, legible, and future-friendly. The color palette strikes a balance between energy and trust.
Across digital interfaces, fleet design, pitch decks, and public activations, the design remains cohesive and intuitive, communicating confidence without overcomplication. We created a brand that could not only be understood but also championed by city planners, investors, commuters, and changemakers alike.
Form meets foresight with a distinctly Filipino voltage. Less Bauhaus. More barangays with a backbone. Design that moves and makes sense.
Change Catalyst
Today, MOVEM stands for more. It has become a visible signal of possibility, a call for transition, and a platform for potential. Crucially, it became a reminder that responsibility belongs in every journey.
This evolution reflects a broader shift. Away from siloed thinking and toward integrated planning. Away from scattered efforts and toward systemic change. It became a willful brand where electric vehicles are no longer seen as novelties, but as essential tools in a future where mobility is a right. And powered responsibly.
As MOVEM takes its place at the forefront of the Philippine electric mobility landscape, it carries not just a new look but a renewed promise: that movement can be meaningful, inclusive, and future-aligned.
A Future in Motion
From the moment of defining the brand strategy, it’s clear: it’s no longer point A to point B. It’s now point A to better.
MOVEM’s transformation is proof that brands can build movements when carefully devised with clarity and courage. Through our collaboration, Design For Tomorrow helped evolve MOVEM into a brand that aspired to become a national voice for electric transport and sustainable urban mobility.
Positioned for adoption and advocacy, MOVEM now moves with purpose, presence, and the power to shape what comes next.
Client Movem, Meralco, Raymond Ravelo, Karl Magsuci
Industry Transport, Mobility, Infrastructure, Electric Vehicles
Discipline Strategy, Branding, Design Location Philippines
Creative & Art Director Ric Gindap Associate Art Director Rashina Tuazon
Brand Identity and Logo Designer Ma. Cecilia Inocencio
Strategy Pris Santos, Ma. Julie Therese Amos
Account Manager Cessmarie Villones
