MoBagel

Shorten the disparity of knowledge between AI technology and enterprise clients.

Year

2021

Problems

Current challenge

A logo without a brand system

I reviewed MoBagel’s existing identity and how it was applied across different touchpoints. While the company had recognizable visual elements, it lacked a clear brand foundation to connect them.Without a defined positioning and visual language, the identity was difficult to apply consistently or scale as the company grew.

An icon without
compelling concept

A logo without
variations

Only 2 colors
in the brand system

AI & B2B Brands Audit

How might we stand out ?

I audited both AI competitors and leading B2B brands to understand how companies were positioning complex technology in the market.The research helped identify common patterns across the category—and opportunities for MoBagel to build a more distinctive, approachable brand without relying on typical enterprise AI conventions.

Interview with CEO

Who is MoBagel ?

MoBagel’s vision, mission, and values had never been formally defined. Over the course of a month, I worked closely with the CEO and COO to uncover the company’s core beliefs, ambitions, and purpose.

Together, we translated these conversations into a strategic foundation for the new brand.

Research

Stakeholders Mapping

Who is target audience ?

I worked with the sales team to map the stakeholders involved in MoBagel’s B2B purchasing process, comparing their level of influence and interest.The exercise revealed an important distinction: the people using the product were not necessarily the people deciding to buy it, helping us identify which audiences the brand needed to communicate with most effectively.

Design Survey

What's the value users
care about ?

To understand how enterprise decision-makers perceived MoBagel and what they valued in an AI brand, I designed a survey targeting the key audiences identified through stakeholder mapping.Working with the sales team, we collected 530 valid responses from decision-makers, buyers, and initiators, giving us a broader view of the perceptions and expectations shaping the brand.

Q1. Filter Question

Have you haeard about MoBagel before ?

Q2. Rating question

5 aspects to review the current brand image of MoBagel

Q3. Multiple-choice question

Which brand do you prefer to choose when using an AI Analysis product ? Why?

Professinal

221 people preferred Brand A because they are famous, trustworthy, lowe-risk, etc.

Amiable

43 People said they prefer MoBagel because they are affordable, local, visionary, approachable, etc.

Conclusion

Rebrand Direction

The research revealed a clear opportunity: MoBagel needed to build greater credibility with enterprise decision-makers without losing the accessibility of a startup brand.

From a “startup ” brnad to a more “professional, yet amiable” identity.

Brand Design

Workshop

Defining the brand personality

To translate “professional yet approachable” into a more actionable creative direction, I facilitated a workshop with the marketing, sales, and design teams.Together, we explored and prioritized specific personality traits that could guide the brand’s visual language and help balance credibility with approachability.

Brainstorming

Based on vision, mission, and value statement, come up with many adjectives to describe MoBagel.

Categorization

Categorize keywords and remove dehumanized, neutral, and
hostile word groups.

Discussion and vote

Review the rebrand direction and select four keywords which can detailedly describe "Professional" and "Amiable"

Creative Direction

With the brand personality defined, I translated the strategy into a set of visual principles. The identity needed to feel structured and credible, while remaining flexible enough to evolve across MoBagel’s growing product portfolio.This led to the idea of a modular geometric system inspired by the way data can be structured, combined, and reconfigured.

A reconfigurable geometric logo to symbolize data presentation.

Logomark

The final mark combines two ideas: the modular geometry of a pie chart and the initials M and B. Built from simple geometric forms, the mark reflects MoBagel’s connection to data while creating a flexible foundation for the broader identity system.

Logotype

ITC Avant Garde Gothic Pro was selected for its geometric structure and clarity, complementing the forms of the new logomark.We refined the letterforms and spacing to improve legibility, including a customized “l” to make the wordmark easier to read in the Taiwanese market.

Color Scheme

.Navy remained the foundation of the identity, reinforcing the credibility and trust established in the brand strategy.Brighter accent colors introduced a more approachable and energetic character, while a defined color ratio kept the system consistent across applications.

Typography

To support MoBagel’s key markets across Taiwan, China, and the U.S., I developed a multilingual typography system for English, Traditional Chinese, and Simplified Chinese.The system pairs sans-serif typography for clarity and structure with serif typography for longer-form content, creating a consistent hierarchy across languages while reinforcing the brand’s credibility.