Brand Strategy / Creative Direction
MATE SUV
PROJECT TYPE
Product & Brand Strategy, Go-To-Market
BRAND
MATE (MATE.Bike International)
ROLE
Special Projects — Product, Brand & Launch Strategy
YEAR
2023
LAUNCHING A NEW STANDARD FOR URBAN MOBILITY
The MATE SUV was developed as a category-defining electric cargo bike — positioned as a credible alternative to the car in urban markets where the category was still emerging.
Working across research, product development, brand identity, and go-to-market strategy, I contributed to defining the MATE SUV’s positioning and launch narrative — translating emerging mobility trends into a clear and internationally relevant proposition.
The launch achieved strong market traction and international recognition, including German Design Award Gold and Red Dot distinctions in 2023.
POSITIONING A NEW CATEGORY
While cargo bikes are normalized in Northern Europe, introducing the concept globally required reframing everyday mobility. In many cities, over 60% of car trips are under 8 km — revealing a gap between daily needs and default transport choices.
The challenge was not just product adoption, but perception: shifting the cargo bike from niche utility to credible car alternative.
The MATE SUV was positioned as the electric alternative to the car — combining utility, presence, and performance in a format familiar to global consumers.
Positioning a New Category
IDENTITY & NARRATIVE
We defined the MATE SUV’s identity around the intersection of utility and status — reframing the cargo bike as an electric urban SUV. Naming and typography subtly referenced “EV,” embedding the electric proposition into the brand itself.
LAUNCH & GO-TO-MARKET
The launch translated the positioning into a clear and globally scalable narrative — reframing the cargo bike as an electric urban SUV.
The launch strategy extended beyond digital into a planned PR-driven roadshow across key global cities, designed to generate earned media and accelerate category awareness.
MARKET TRACTION & RECOGNITION
The MATE SUV launch achieved strong international visibility and industry recognition. The project received German Design Award Gold and Red Dot distinctions in 2023, reinforcing its positioning as a category-defining product.
