Industry
Real estate
Mooovin
Mooovin
Mooovin
An Inclusive Brand Identity for Global Renters
By solving long-standing issues in the industry, the service makes moving to Japan more accessible and even enjoyable.
By solving long-standing issues in the industry, the service makes moving to Japan more accessible and even enjoyable.
Mooovin is a real estate platform that helps foreigners find apartments in Japan entirely online. Many rental properties in Japan are off-limits to foreigners, and even those that are available often require in-person contract signing and advanced Japanese language skills. Mooovin set out to change this by offering an online apartment search and rental service, available globally and fully remote. The challenge was to define a brand that convey trust, emotional connection, and cultural accessibility, while positioning the service as a gateway to Japan for international renters.
Mooovin is a real estate platform that helps foreigners find apartments in Japan entirely online. Many rental properties in Japan are off-limits to foreigners, and even those that are available often require in-person contract signing and advanced Japanese language skills. Mooovin set out to change this by offering an online apartment search and rental service, available globally and fully remote. The challenge was to define a brand that convey trust, emotional connection, and cultural accessibility, while positioning the service as a gateway to Japan for international renters.
Deliverable : Branding, Website, Flyer, Presentation slides, Event panel
Role : Communication design, Web development (no-code), Copywriting
Deliverable : Service name, Service logo, Mascot design, Website Role : Visual Identity design, UI design, Mascot direction, Animation
Credit Direction : Shigehiro Tanaka, Kana Takahashi (Cell Interactive Inc.) Design & Animation : Marino Wada Copywriting : Marino Wada Illustration : Miki Otsuka Web development : Kaihatsuya Inc.
Starting from naming, establishing their visual identity to mascot development and web design, I created a unified brand experience tailored for an international audience. I prioritized warmth and familiarity to reduce users’ anxiety about moving to Japan. To find a name and visual identity that resonates globally, I tested multiple concepts across 141 respondents from various countries. “Mooovin,” blending “move (move-in/out)” and “moving (moving experience),” emerged as a memorable, emotionally charged name. The three O’s represent the shared excitement of users, property managers, and service providers. The design features soft warm tones and round shapes to evoke Japanese friendliness and playfulness. I delivered a cohesive visual identity that balances emotional appeal with usability. The website was designed to feel familiar like other apartment listing sites, but with multilingual support and flexible UI for seamless information access. I also developed scalable assets, a mascot, and animations to maintain consistency as the brand grows. Since its launch in 2023, Mooovin has steadily expanded its market and continues to be a beloved service, making the relocation process enjoyable for people moving to Japan.
Starting from naming, establishing their visual identity to mascot development and web design, I created a unified brand experience tailored for an international audience. I prioritized warmth and familiarity to reduce users’ anxiety about moving to Japan. To find a name and visual identity that resonates globally, I tested multiple concepts across 141 respondents from various countries. “Mooovin,” blending “move (move-in/out)” and “moving (moving experience),” emerged as a memorable, emotionally charged name. The three O’s represent the shared excitement of users, property managers, and service providers. The design features soft warm tones and round shapes to evoke Japanese friendliness and playfulness. I delivered a cohesive visual identity that balances emotional appeal with usability. The website was designed to feel familiar like other apartment listing sites, but with multilingual support and flexible UI for seamless information access. I also developed scalable assets, a mascot, and animations to maintain consistency as the brand grows. Since its launch in 2023, Mooovin has steadily expanded its market and continues to be a beloved service, making the relocation process enjoyable for people moving to Japan.
