Research MoodBoard 1 – EcoFuture
- The colour palette communicates a relationship with sustainability, clean energy, and reliability, which connects with environmentally conscious customers.
- Featuring both technology and nature creates a balance between the environment and innovation. As well as imagery focused on the community builds relatability and trust which results in high customer engagement.
- Positive, forward-thinking slogans and messages, reinforces the company’s mission whilst helping confidence grow in the audience.
- Green Stile font ensures readability across devices, whilst having unique characteristics that adds a friendly and approachable connection.
- A clean, green focused aesthetic is recognisable and instantly communicates sustainability.
Research MoodBoard 2 – InfluentHull
- This colour palette conveys trustworthiness, expertise, and forward thinking. This is with the help from the golden yellow which suggests success and growth. A combination of blue and teal reflects energy and reliability, which can be appealing to modern businesses.
- Mixing modern and traditional fonts is a good way to reflect InfluentHull’s ability to bridge practices with innovative strategies, as well as showing that they not only have the expertise, but their strategies are future proofed.
- Combining imagery that includes professionalism, local pride, and growth highlights InfluentHull’s dual focus on community influence and their corporate expertise.
- This mood board ensures InfluentHull can build a professional online presence that engages with businesses that value expertise, innovation, and the community.
Research MoodBoard 3 – Cab-E Online
- This colour palette makes people aware the company provides an eco-conscious yet forward thinking service.
- Using clean and approachable typography ensures the brand feels both user friendly and innovative.
- Balancing imagery of nature, technology and people humanises the brand and positions the company as innovative.
- Imagery focused on people also builds emotional connection and dynamic visuals can emphasise the forward momentum the brand provides.
Cab-E Online Style Guide
- The Inclusion of electric vehicles reinforces CabEonline’s core identity as an eco-friendly and sustainable transportation alternative. It also highlights the company’s advancement in innovation and leadership in modern mobility as it sets them apart from traditional taxi firms.
- Featuring families, professionals, and individuals, generates a wide demographic that promotes inclusivity throughout the company. This shows that CabEonline caters to all types of customers and creates an emotional connection with diverse audiences. Smiling customers in comfortable settings also builds trust and confidence in the service, showing the user satisfaction it can have and its reliability.
- Including Hull landmarks like the Humber Bridge roots the company in the local community, resulting in not only relevance to residents but a connection of trust. Also adding urban settings to the environments section shows people the service is optimised for busy cities. This appeals to people who navigate city environments including both locals and tourists.
- Poppins is a clean and modern sans-serif font that has an approachable and simple feel. This ensures its readability across digital and physical formats, which is crucial for a company relying heavily on a mobile app. The bold fonts of Poppins convey confidence and authority, suggesting to other people that CabEonline is superior in the taxi industry. The italic font adds a sense of movement, symbolising progress, and forward motion. This is effective for headlines and taglines as it reinforces the notion of speed and efficiency.
- The slogans are clear, concise, and impactful using positive and eco-focused language. They resonate with a broad audience as they appeal to both practical (affordable, convenient) and emotional (green, future) aspects.
- The Colour palette balances eco-conscious tones (greens) with modern and professional tones (blues and teal), making it ideal for both the environmental focus and the tech aspect of things. The harmonious mix maintains a premium and forward-thinking feel, appealing to a wide audience.
Logo 1
Throughout the logo designs I have only used colours from the palette on my style board. This was the first logo created within Illustrator. This logo was vector focused more than type focused. I used the darker teal green as the background so any lighter shade I used would look more vibrant and stand out. This speaks the brands product because the vector of the taxi was created with the traditional chequered markings on the side. These were created to make it an instant visual that help people decide the car is a taxi. Another instant visual is the leaf on top of the car. I took inspiration from the pizza cars you see with slices on top of the roofs that are used to help people recognise what service they are offering. In this instance the pizza was replaced with the leaf, to signify that the taxi is eco-friendly and innovative, speaking the brands product. This logo would work to promote the company’s identity because the scale of the taxi vector would catch people eyes right away. The leaf on top of the car would be the first hint of the company’s purpose. But the vibrant text underneath would confirm that it is an eco-friendly taxi service. The typography used is Poppins Bold.
Logo 2
This logo was also created with Illustrator. I experimented with merging the text and the vector together to make the logo look more minimalistic. The text was made bigger and the vector smaller as I wanted the logo to be more type focused. I left the ‘A’ behind the taxi and presented it bigger than the rest of the letters as it looks like a road on a perspective that the taxi is driving down. The vector doesn’t have much for it to signify it is a taxi, but by placing it where the ‘A’ should be, people can still see it reads ‘CAB-E’. The typography in this logo has been capitalised, as capitals make text look more energetic and stronger which makes it easier to see. I added ‘online’ to this logo as it not only fills the negative space underneath but the white also contrasts nicely with the green making it more vibrant. This logo speaks the brands product by this time mixing the focus of the taxi and the typography together. The combination of the two creates a simplistic but affective approach to show people what service the company offers. This logo wouldn’t do as well as the first one in promoting the company’s identity. This is because the text is not as readable, and the taxi could be mispresented for a different letter. Although, the unique style of the logo could represent the same uniqueness the company has to different taxi services in being eco-friendly.
Logo 3
This is the last logo I created, also using Illustrator. Learning from what I had made from the previous 2 logos I took some inspiration from them. I tried to make the taxi vector as important as the typography. This was done by making them the same colour and similar size. The colour was changed to a brighter green as I believed it increased readability of the logo from the contrast it has against the background. This logo speaks to the brands product because the typography used (Poppins Bold) presents the logo as being professional, sleek, and strong, which makes the brand look superior to other competitors. This logo would work well to promote the company’s identity because the bright green used makes the taxi and the writing hard to miss on any visual or physical form of advertisement. The subtle use of the leaf replacing the bridge of the ‘E’ tells people that the company is in fact an eco-friendly solution of transport. The ‘online’ was kept for this logo as it tells consumers that the company is an online space and gives them a sense of direction to look for the app. This will be the logo that I choose to go forward with because I feel it can promote the company’s identity the best and will look good across the whole brand.
Wireframes
Final HQ.
I believe this design would benefit the company’s agenda because ‘CabEonline’ is superior to other firms so booking a taxi needs to be the quickest thing. Once loading up you can see your location straight away and next to it how long it will take to find a taxi. This is a good way of keeping positive customer reviews because normally people don’t mind waiting the time if it states to them. For returning customers, it is quicker to get a taxi as below you can click one of your pre-saved destinations and order a taxi without having to type the address in and wasting time.
For new customers it is still as easy by clicking ‘Where to?’ which allows you to type your address straight away and add stops if needed. ‘CabEonline’ is all about efficiency as well which the app provides by allowing you to prebook your taxi, so it automatically comes later without you doing anything. The confirmation screen also shows the route the taxi will take which will be the quickest and the safest route. This comforts the passenger in knowing that they will get there the quickest way but can also see the exact route in case they didn’t feel 100% safe. To make payment easy as possible the app allows phone payments like ‘Apple Pay’, which saves time not having to put card details in.
The actual design of the app would benefit the company’s agenda as the colours are from the palette created, meaning the company’s online presence will match across the board. Using the bright green to highlight key elements like the ‘Confirm booking’ button and other CTAs improves the overall readability of the app resulting in faster booking times and a higher rating from customers. ‘CabEonline’ has a very broad demographic meaning the design of the app must be easy to use for most ages’ erg 18+, and I think the design has successfully done that as it follows a simplistic but affective style throughout.
Banners.
The three banner designs are very similar because I want each one to send the same message and use the same elements as people remember more when they see something multiple times.
The rectangle design captures in a summary what the company is all about. This includes the care for the community and the purpose of this new service. The first thing people will see is the picture of the Humber Bridge as it’s a landmark of their hometown which results in them building an emotional connection with the company. The ‘Faster, Greener, Smarter’ entices people to wander what will improve their lives. The mock-up of the person on the app helps to do this by showing them booking a taxi. The slogan underneath then confirms what this app is about, and the CTA then entices people to download it. The way the story of the banner flows is down to the colours and the size of the texts and elements. Having white text against a dark background makes it much easier to read, and when read at long distances the bigger text is always read first.
Moving on to the Mobile Banner. This keeps the same essential elements and text to tell the story of the company. Including the Humber Bridge and the slogans. Having only a few slogans makes it easier for people to remember and it can also bring the opportunity for people to create hashtags out of them to use on social media, helping the goal of increasing the brands online presence. The background on the left is a collage of photos of taxi passengers smiling and looking satisfied. I added this because when people see this banner and the collage of people it will give them a sense of trust that ‘CabEonline’ can put that same smile on their faces.
Moving onto the skyscraper banner. This long banner gives the opportunity for more of the story to be shown and possibly create a stronger connection to passers-by that see this. The new addition to the story is of a smiling man in the back of a taxi giving their driver a high rating. This new part of the design helps build that trust even more by making expect to have the same customer service as the man on the poster. Having the collage of the passengers wasn’t needed in this case as this part of the design replaced that. To help drive footfall to the app I decided to add a QR code to the banner so people potential customers can download the app in a few clicks, saving time just like the poster says it will. The Humber Bridge will stay in the background of these posters because it’s an instant connection to people, catching their eyes and making them read along.