un is a technology company providing ride-hailing and food delivery. Their services operate on a mobile platform that seeks to meet the needs of their users. In the brand identity, I wanted to establish tones of positivity, optimism, and premium quality. This is achieved by incorporating values of trustworthiness, efficiency, and innovation. This is not a mobile application project.
un
A website and brand identity for a ride-hailing and food-delivery company
Coursework, 2022
Roles
- Product Designer
- Graphic Designer
- Illustrator
Duration
- 5 Weeks
Tools
- Figma, Illustrator, Photoshop
Overview
Problem
How might we develop a website and brand that balances customers’/users’ needs with business goals in mind?
Outcome
I designed a website and brand that focuses on the needs of their customers/users while prioritizing their business goals through a narrative on the website, copywriting, and brand design.
The Story
Website Narrative
I wrote an outline detailing the information customers/users will read as they scroll down the website, including reasons for each piece of content.
01
Inform customers an overview of our services in ride-hailing and food delivery.
02
Imply a call to action and offer a solution (our services) to drive viewers to download the mobile application.
03
State our promises and initiatives to build trust in their customers.
04
Aligning with the business needs of drivers and food messengers, while also informing customers about our ethical business practices by providing comprehensive benefit packages to our workers, aiming to instill trust in our customers.
Ideation
Low Fidelity Sketches
I sketched out potential solutions that will help communicate the narrative on the website.
Assets
Illustration Set
I created a set of modular illustrations that reflect the business’s services, promises, and initiatives.
Color and Type
Establishing Colors and Typefaces
Colors were chosen to look similar, but different to other ride-hailing and food delivery brands on the market.
IBM Plex Sans were chosen to maximize legibility and readability. IBM Plex Mono, on the other hand, was for short lines of text to give the brand the “tech” feel.
Branding
Brand Guidelines
To establish consistency throughout the brand collateral, I created brand guidelines. Here are some samples.
Final Designs
The Website & Brand Collateral
I created a website that instills trust in its users to use their services while prioritizing our business needs. A range of brand collateral to increase engagement and advertise their services.
Website
The website aims to inform users about their services, establish trust, and support their business goals, while also stating their commitment to ethical business practices.
Brand Collateral
Billboard, Social Media, Postcards, and Business System to advertise their services.
What I Learned
Reflecting on the Project Outcomes
This project was difficult going back and forth in creating digital and print mediums.
01
It is not always about the user. It is about the business needs too.
02
Creating a digital experience and brand collateral is quite difficult and wearing many hats takes a lot of work.
