Our first step was a comprehensive competitor analysis, mapping out both the visual and verbal landscape of their sector. At the same time, we conducted a series of stakeholder interviews — internally and externally — to uncover perceptions, ambitions, and untapped opportunities.
From that collaboration came a brand narrative that captured their essence:
What do we do: Make progress happen for nationally important projects by developing and delivering effective solutions to unique challenges.
Why do we exist: To advance an innovative United Kingdom,where nobody is left behind.
How do we do it: A values-first organisation, deploying expertise with curiosity, collaboration, and commitment to unite disparate stakeholders around a common goal.
Using the brand narrative as our guide,we began the naming process. Together with the DMSL team, we explored over 25 potential names — each one tested for meaning, distinctiveness, and longevity.
Through collaboration and careful evaluation, one name stood out: Mova. Short, memorable, and dynamic, Mova captured the essence of innovation and friendly inclusivity — perfectly aligning with their values.
To inform the visual identity we drew inspiration from three themes, innovation, infostructure and inclusivity. Bringing these pillars together created the perfect blend for their brand, friendly yet functional, modern yet meaningful.
Simple geometric forms became the foundation of the visual language — the universality of icons being a key focus, allowing for personality and playfulness as well as clear information signposting.
The new brand was rolled out to every element including the development of a new logo, colour palette, typography and tone of voice guidelines. The result was a cohesive and confident identity that felt both friendly and impactful.
Their new identity is vibrant and authentic, designed to better resonate with their key audiences and stakeholders, whilst helping them stand out in a noisy and complex sector landscape.
The transformation from DMSL to Movawas more than a visual refresh — it wasa complete reimaging of the organisation. Mova now stands as a brand that better reflects who they are, and where theyare going.
