Collaborating with moodley’s strategists, we helped streamline Freeeway’s message and reimagine their identity. Originally named for providing SIM cards for cross-border travel on Europe’s freeways before the roaming era, Freeeway’s roots inspired the design system. We used the long, continuous lines of freeway journeys as a core visual element—sometimes lifting them upward to highlight special moments for retail and public communication, while keeping them solid and grounded for B2B applications. This approach transformed Freeeway from a conventional SIM card provider into a dynamic, approachable partner, emphasizing their expertise in turning IoT tools into reliable revenue streams.