Towards a mobility wallet with Santander Consumer Finance

Ulity and Wabi: pioneering new models of Mobility as a Service in Europe

A star example of the rapid change we’ve experienced lately lies in the mobility industry. Although it began before the pandemic, the crisis made us ask an array of questions within the sector.

We’ve seen a push towards new ways of relating to clients, stakeholders, institutions, and suppliers. These changes affect not only drivers and OEMs but also dealers, ride-hailing companies, auto marketplaces, or RAC and leasing companies.

In this dynamic scenario in which services beat products and possession is no longer a status symbol, MaaS (Mobility as a Service) becomes a key concept when approaching the transportation market. Santander Consumer Finance, the European financing leader within the industry, saw the opportunity to consolidate its position leading mobility by creating two innovative MaaS companies: Ulity and Wabi.

Ulity is a B2B company featuring expert consultancy services via a team of skilled professionals and their own scalable software platform. This platform allows all kinds of companies to develop their own mobility subscription solutions, regardless of their nature or sector. With this standout idea of flexibility, we were asked to develop the whole identity including the brand platform, the name, the visual identity, and digital touchpoints such as the website.

We worked with the creative idea of “we go your way”, a strong statement expressing the ambition and purpose of Ulity. With this, we built a brand which sets Ulity’s heading on its path to build the future of mobility with a touch of adaptability, flexibility, and sustainability.