Moeve: A 'Moeve' that Matters

Client: Moeve

When Spain’s national oil provider CEPSA set out to become a clean energy leader, they didn’t just change direction or identity – they changed the category. Under the new vision of CEO Maarten Wetselaar, the company launched a sweeping strategy to exit fossil fuels and lead the green molecule revolution.

But to make this shift real, they needed more than a new strategy. They needed a total transformation that could break from the past and signal a radical new future.

CEPSA became Moeve. A bold new identity born from data, designed for motion, and built to lead. Every detail, from fluid typography to dynamic colour system and logo, signals transformation in action.

The results? World-changing.

Crowned Financial Times Reinvention Champion, Moeve joined the World Economic Forum’s First Movers Coalition, committed €1.2B to biofuels, delivered 18,000m³ of SAF to EasyJet, and turned service stations into multi-energy hubs. Brand awareness surged +37%, with 63.8% linking Moeve directly to green energy. Social exploded: 5.5M views, 2.8M impressions, and a staggering 56% Instagram engagement at launch alone.

Moeve is movement, momentum, and the mark of a company reshaping energy one green molecule at a time. This wasn’t just a rebrand, it was the launch of a new energy category – and a rallying cry for the future.

“We are no longer an oil company; there is no turning back!” – Maarten Wetselaar, CEO