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Muevetex: A brand for the app mapping Mexico's public transportation networks.

/client Muevetex
/services Brand Identity, Visual System, Storytelling, Web Design
/year 2026
/industry Public Transportation & Mobility Tech
Hero video

Muevetex turns Mexico's informal public transportation networks, the routes no map covers, into usable information for riders across Mexico City, Toluca, Mazatlán, and San Luis Potosí. With 70,000 users and 400,000 queries built on $0 in paid advertising, traction was real, but the brand still belonged to the 2017 design competition that created it. It didn't reflect the product's growth, couldn't support what was coming (new cities, subscriptions, data licensing, government partnerships), and spoke in policy language instead of talking to actual riders. Shortcut built a brand architecture for three audiences, riders, governments, and businesses, sharing one identity but speaking in distinct voices anchored to the same principle: real data plus human context plus a concrete consequence. The same data point, 97% of Toluca's metro network mapped, becomes a street level notification for riders, a technical report cover for government, and a landing page headline for business clients. The concept, "alma de camionero," shaped the brand manual, collateral, and the website's visual and narrative design. Muevetex adopted the new brand across social media within days of delivery, ahead of any formal launch. The site is already live, and the public rollout continues from there.

Close-up of the Muevetex app icon — a pink-to-purple gradient square with a location pin mark — resting beside the edge of a smartphone, with the Muevetex wordmark alongside it.
A dark navy-to-pink gradient folder embossed with the Muevetex wordmark, resting on a desk as the cover of the brand guidelines.
A street billboard reading "muevetex — LLEGA A LA CDMX" over a photo of a Mexico City plaza, with app store download badges and the Muevetex icon.
The Muevetex brand color palette swatches, spanning black, red, yellow, magenta, lime green, sky blue, royal blue, lavender, and violet.
A subway car door ad featuring the Muevetex wordmark over a blue-to-purple gradient, a smartphone showing live bus routes, and the line "Nunca más te quedes parado sin saber qué camión tomar," with App Store and Google Play badges.
A model wearing a long-sleeve shirt with a green-to-blue gradient sleeve printed with the Muevetex wordmark, shown from the side against a grey background.
A laptop displaying the Muevetex website hero section, reading "La app la construyen las mismas personas que la usan" beside a red-to-orange gradient panel showing the in-app alert flow "Levanta tu alerta."
The Muevetex brand guidelines folder in a navy-to-pink gradient, shown upside down on a desk with its "#1" insert peeking out.