What kind of story can a payment app have? An emotional one.

The payment space was becoming increasingly saturated, with both private and government competitors offering essentially the same functionality. Parking, public transport and other everyday payments were becoming standard features, making it harder for Mobilly to stand out. At the same time, Mobilly already had strong brand recognition and a distinctive orange visual identity. The challenge was to evolve the brand without losing the familiarity people already associated with it.

Looking beyond the functional product, we focused on what made Mobilly genuinely different: its human approach and highly valued customer support. The brand’s mission is to make every ride a good one. So instead of positioning Mobilly as simply a tool for paying for transport, we reframed it as a friendly companion that helps you get where you want to go.

This led to a new positioning built around friendship, encouragement and the feeling of going somewhere with someone who makes the journey better. From this idea, the new slogan “Laižam!”(Let's Roll!) was born: a simple, familiar phrase friends use to get each other going.

The visual identity was then refreshed to support this more human and playful positioning, while preserving Mobilly’s recognisable orange colour and established brand equity.

A flexible visual language was created that could work across fragmented media channels, take different forms, and be implemented even by non-designers without requiring a full design team.

A new brand book completed the system, serving as both an inspirational and educational guide for consistent brand communication.