WhimDesigning a brand for a revolutionary app

Whim, launched in 2016 by MaaS Global, brings a variety of transportation options together in one app-driven service. Based on the idea of “Mobility as a Service” (MaaS), Whim is set to revolutionize how we travel, letting users pick and choose the most convenient ways to get around. Trains, buses, taxis, rental cars, and even bicycles are all available with a single tap of the app, and a single monthly payment.


MaaS Global enlisted us to take the Whim concept to the next level. We were not only challenged to help come up with the name, but to fine-tune the Whim brand and identity, too. They also asked us to promote the benefits of their amazing service to consumers, industry insiders, and investors – in Finland and internationally.



We started by creating English and Finnish website copy, as well as a script for a video that clearly describes how the unique Whim service works. After that, we were able to start sharing the Whim story. We did this in a number of different ways, such as blog posts on our website, concept videos, articles for industry publications, press releases, and a slideshare.



Whim currently operates in Helsinki and West Midlands, with plans to take on the world as soon as possible. The app has garnered numerous awards, including the coveted Design from Finland mark. As for getting the Whim word out there, we must say things have gone quite well – just have a look at these articles from The New York Times and The Economist!

What they said

Ink Tank Media did a great job helping us get Whim off the ground. Their expertise in copywriting, content strategy, concepting and social media made a huge difference. Throughly recommended.

Kaj Pyyhtiä Co-Founder, Chief Customer Experience Officer

Link to project