MEXICO CITY (23 August 2018) — Landor, one of the world’s leading global brand strategy and design firms, partnered with Grupo Ado, Mexico’s transportation leader, to help it evolve from a regional transportation giant into a global mobility expert. With more than 8,000 buses, 450 terminals, and 26,000 employees in 5 countries, Grupo Ado spans enormous geographies and serves thousands of customers per day.
Following extensive benchmarking and business analysis, Landor developed a new strategy and positioning for Grupo Ado to help it communicate its purpose to employees and customers alike. With the driving ambition to Bring simple to life, the brand keeps its focus on helping customers and making travel easier. It’s human-centered philosophy also reaches across touchpoints, with new digital applications and experiences available at customers’ fingertips.
To represent the group’s transition externally, Landor renamed Grupo Ado as Mobility Ado—a name that maintains Ado’s 80 years of brand equity while communicating its renewed focus on efficient mobility. Landor also transformed its visual expression, creating an isomorphic icon made of two rotated letters—an M and an A—to graphically represent the brand. The resulting arrow shape conveys the company’s focus on constantly moving forward, while the vibrant colors represent the dynamism of the cities and communities with which Mobility Ado interacts.
Enrique de la Barrera, senior strategist at Landor, explains, “Mobility Ado’s new brand not only acts as a transformative visual beacon, but also expresses its newfound purpose, positioning, and commitment to its customers. We’re thrilled to have created a brand that conveys the speed and dynamism of Mobility Ado’s business across every touchpoint—from digital to verbal to visual.”
Aldo Alarcón Vargas, general transportation manager of Mobility Ado, states, “We believe that mobility is evolving rapidly. It’s no longer just about moving yourself from one place to another—it goes much further—and we have to make it simple. From how you get your ticket to how you arrive at the terminal, from your experience during your journey to your experience in the terminal and arriving at your destination. Mobility is integral to all of this, infusing itself directly into people’s quality of life. With this rebrand and refocusing of our strategy, we are dedicating ourselves to creating solutions for everyone.”
For more information, contact:
Managing Director, Landor Mexico City
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