JUNO TALKS mit Katharina Kreutzer
Katharina Kreutzer has built MUVN, a platform that rethinks urban mobility and smart logistics – personally, collaboratively, and with a clear stance. A discussion about design as a trust anchor, visibility as a responsibility, and why founding a business is not a trend but a marathon.
Katharina, when did it become clear to you that you weren’t just building a product but crafting a brand with a stance?
It became clear when more and more people came to us with their personal transportation challenges – across all age groups and social backgrounds. The topic resonated with people. Both literally and figuratively, it moved them. And we realized: We’re not just building a digital tool. We’re creating a brand that’s societally relevant.
What was the first tangible expression of your brand for you?
Definitely the name. “MUVN” is short, striking, modern, and symbolizes our mission to get things moving. The name immediately gave us direction, also in terms of design. At the same time, we realized early on how important language is for the brand. It’s direct and accessible, without empty buzzwords.
How do you develop your brand within the MUVN team?
We work collaboratively. Our team members are not only experts but also users themselves. They know the everyday challenges firsthand. That creates a sense of closeness. There’s a lot of room to contribute ideas, challenge things, and think beyond. Our brand grows with us. And that only works if everyone is allowed to help shape it.
In the beginning, how did you make decisions – based on gut feeling or strategically?
It was a mix. We relied on data but never ignored gut feeling. Some decisions can’t be backed up by numbers. That’s where intuition, courage, and sometimes even idealism come into play.
What role does design play for you, particularly when it comes to building trust in a platform like MUVN?
For us, design isn’t just about polishing; it’s a strategic tool. In an industry like logistics, which is often perceived as impersonal or purely technical, we wanted to create something visually fresh – with ties to pop culture, with color, with clarity, but also with a presentation that instills trust. We handle personal belongings, so we specifically prioritize mechanisms like verification, insurance, and strong partnerships – but also a design that people associate with reliability.
Do you work with external creatives – and if so, how?
Our designer has been part of the team since day one – not as a service provider but as a co-creator. This close collaboration was a stroke of luck. Even with text and brand work, we rely on sparring rather than briefing. It makes all the difference.
You’ve now become quite visible – on LinkedIn, or through Forbes. Was that always part of the plan?
Not at all. I initially treated personal branding as an afterthought. I thought: Let the product speak for itself first. But within just a few months, I had over 8,000 followers on LinkedIn – simply because I honestly shared what was on our minds. The Forbes label gave an additional push, of course, but the momentum had already begun.
How do you deal with this visibility?
I see it as a stage, a tool – and sometimes a burden. Since founding MUVN, it’s been a central part of the brand strategy. To leverage visibility as a tool, we deliberately chose “Build in Public.” That creates closeness and trust, especially for a young brand. But it also means: You show yourself fully, including your doubts and mistakes.
What advice would you give to women who want to start a business but are apprehensive about visibility?
Previously, I would’ve said: “Just go for it!” Today, I know: Founding a business isn’t a trend; it’s a responsibility, a risk, and a marathon. It takes a certain resilience. If you make yourself visible, you become vulnerable. But it’s worth it – if you’re truly passionate about it.