MCRL® Diagnostic

MOVMIX · 2010 · 2025 · Branding · Relift · Visual identity

The brand born with the company, refined for leadership.

In 2010, BDDB.ag created the MOVMIX brand when the company was starting out renting forklifts. Fifteen years later, it had become a reference in aerial work platforms, and we came back for the relift: the same brand, more precise, cohesive and ready to grow.

Client
MOVMIX Rental · aerial work platforms
History
Brand created in 2010 · relift in 2025
Scope
Brand diagnosis, logo relift, symbol, typography, colours, pattern, stationery, uniforms, campaigns and fleet application
Group company
BDDB.ag
The brand born with the company, refined for leadership.

The challenge

MOVMIX grew: it started with forklifts, studied the market in the US and Europe, built a training centre and specialised in aerial work platforms. The brand followed that story but built up small inconsistencies.

The logo had optical tweaks without a grid, the typography followed no rule, the “X” had alignment flaws and the word RENTAL competed with the name. The goal was to fix all of this without losing 15 years of recognition.

What we did

  1. 01

    Diagnosis

    We analysed the 2010 logo point by point: grid, proportions, alignment and hierarchy between name and tagline.

  2. 02

    Relift

    A grid-based redraw, no more two-line logo, the yellow removed and orange as the main colour.

  3. 03

    System

    Symbol, pattern, Azo Sans typography and the line “Quality in motion”.

  4. 04

    Applications

    Stationery, façade, uniforms, campaigns, digital and the platform fleet.

Before and after the relift

The brand was redrawn on a grid: standardised proportions, aligned stems and the RENTAL tagline at a lighter weight so it doesn’t compete with the name.

Before: optical tweaks without a grid and a tagline competing with the brand
ArtworkBefore: optical tweaks without a grid and a tagline competing with the brand
After: a proportional, grid-built mark with a balanced tagline
On siteAfter: a proportional, grid-built mark with a balanced tagline

The new brand system

A brand that is simpler to apply, from business card to a 20-metre platform.

  1. Símbolo

    The “O” that became an icon

    The square inside the “O” became the brand symbol: it works on its own in avatars, caps, patterns and on the machines.

    The “O” that became an icon 1
    The “O” that became an icon 2
  2. Sistema

    Versions, typography and colours

    Versions for light, dark and orange backgrounds, the Azo Sans family and a lean palette: orange, graphite and white. The yellow is gone.

    Versions, typography and colours 1
    Versions, typography and colours 2
    Versions, typography and colours 3
    Versions, typography and colours 4
  3. Papelaria

    Stationery and façade

    Business cards, letterhead, envelopes and headquarters signage with the new identity.

    Stationery and façade 1
    Stationery and façade 2
  4. Equipe

    Uniforms and field materials

    Caps, polos and wind banners for the team and the job sites, where the brand is really seen.

    Uniforms and field materials 1
    Uniforms and field materials 2
    Uniforms and field materials 3
  5. Campanhas

    Quality in motion

    The line “Quality in motion” drives the website, billboards, social and mobile, always with real people working at height.

    Quality in motion 1
    Quality in motion 2
    Quality in motion 3
    Quality in motion 4
  6. Arquitetura

    Ready for new verticals

    The system already anticipates new business lines, such as MOVMIX Carro and MOVMIX Áudio, without losing brand unity.

    Ready for new verticals 1
  7. Máquinas

    The brand on the fleet

    The logo applied to the aerial work platforms, MOVMIX’s most visible touchpoint on every job site.

    The brand on the fleet 1
    The brand on the fleet 2
    The brand on the fleet 3

The brand on one page

  • Personality one-pager: colour, form, imagery, typography, brand and iconography
    Personality one-pager: colour, form, imagery, typography, brand and iconography
  • Display with the Quality in motion line
    Display with the Quality in motion line
  • Mobile campaign
    Mobile campaign
  • The new identity as a whole
    The new identity as a whole

A positioning view

Not every brand needs replacing to evolve. When the name and symbol are already recognised, a relift protects that equity and fixes what gets in the way of reading and application.

Having created the brand in 2010 made a difference: we knew the origin of every decision. That is why the relift was precise, with no rupture, and followed MOVMIX’s repositioning from forklift rental to working-at-height specialist.

2010
year we created the brand
15
years later, the relift
3
verticals planned in the system: Rental, Carro and Áudio

Why hire the group for a project like this

In this case, BDDB.ag created the brand and came back 15 years later for the relift. In the group, brand comes with strategy and performance.

  • BDDB.agLed this case

    Brand creation in 2010 and a full relift in 2025: diagnosis, redraw, visual system and applications.

    Meet BDDB.ag

  • OWTRA

    Website, social media and digital performance so the new brand generates demand.

    Meet OWTRA

  • .xtrategy

    Strategic planning to align brand, positioning and expansion into new verticals.

    Meet .xtrategy

Has your brand kept up with your company’s growth?

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