MANILA, PHILIPPINES — What began as a straightforward rebranding brief for eSakay swiftly evolved into the creation of an entirely new brand. MOVEM Electric, Inc. was born of a strategic pivot by Meralco, envisioned to lead the next wave of electric transport infrastructure in the country.
Tasked with building the identity from the ground up, Meralco brought in Design For Tomorrow (DFT) not just to rename, but to reimagine the brand.
“We are just going to transition ourselves to MOVEM… offering vehicle charging stations, and integration services,” said Raymond B. Ravelo, Meralco’s First Vice President and Chief Sustainability Officer, as well as MOVEM’s Director, outlining the move from fleet operations to ecosystem enablement.
Halfway through the rebrand, Meralco sold eSakay. The parent company then established a new entity, MOVEM, tasked with a far more expansive mission: to build a future-ready platform for sustainable mobility infrastructure in the Philippines. From what began as a naming and design brief, DFT was now responsible for launching a brand that didn’t yet exist.
“We weren’t branding a company,” the DFT team reflects. “We are thrilled to be part of this brand revolution. We were helping name a shift, manifest a signal, and make a way forward. more tangible”
A Name That Moves
The name MOVEM emerged with urgency and layered meaning. It gestures toward motion and momentum, echoing “Move’ Em,” while subtly referencing its roots in Meralco Mobility. The brand needed to convey both scalability and humanity. Corporate enough to partner with institutions, yet emotive enough to inspire cultural change.
Designing an Electric Identity
DFT developed a comprehensive identity system, encompassing brand strategy, naming, voice, visual architecture, fleet applications, and public-facing touchpoints. The design system is responsive, intuitive, and built for real-world interaction. The logo conveys propulsion. The typography reads clean and clear. The palette balances trust with electricity.
At the center of the brand is a simple but resonant idea: Move Responsibly. Equal parts philosophy and provocation, it guided DFT’s decisions across every medium, creating not just a brand but a behavior platform for commuters, cities, and institutions.
Momentum, Realized
Since its debut, MOVEM has rapidly gained visibility in the Philippine mobility and electric transport sector. It has partnered with LGUs, private developers, and urban infrastructure players to roll out integrated EV charging systems. Its recent collaboration with European clean-tech company ChargeEuropa will see the deployment of dual-purpose DOOH/EV charging stations across Metro Manila.
“Our partnership with MOVEM is a key milestone as we expand ChargeEuropa’s mission to support early-stage EV markets,” said Matt Tymowski, CEO of ChargeEuropa. “Our vision in MOVEM to drive a highly electrified, emissions-free Philippine transport sector is brought to life through partnerships with like-minded institutions,” added Raymond B. Ravelo, now also serving as MOVEM’s Director.
Design That Moves Policy (and People)
Conversations about urban mobility, climate adaptation, and infrastructure transformation intensify, and MOVEM offers a compelling case for the role of branding in shaping not only perceptions but systems. It reframes electric mobility as not just a trend, but an expectation.
In a country where traffic is a daily test of patience, a brand designed for movement with manners may be more than clever. It may be a much-needed public service.
About Design For Tomorrow
Design For Tomorrow (DFT) is a top branding and strategy agency with a creative studio in Manila and is also registered in Singapore, working across Asia and internationally. Known for its expertise in urban mobility, real estate, energy, and sustainability branding, infrastructure, and lifestyle, DFT helps ambitious organizations articulate their vision, distill complex ideas, and design systems that drive progress.
MOVEM may be just beginning, but its trajectory suggests that in the hands of thoughtful creatives, brands can do more than reflect the future. They can accelerate it.
