Taking Business Class E-Hailing Into The Future Of Luxury Travelling
Week 1: Figuring Out The Objectives
Chariot is owned by a luxury hotel group in Japan. Unlike your usual customers, the company mostly caters to people with a luxury lifestyle. Mainly, business people, travelers & shoppers.
Goals Of The Project
The goal of the project is to create a logo & branding system to ensure that the company stay on brand across all marketing and selling platforms. As a premium brand, they want to establish confidence and trustworthiness of their service.
Essentially, we are required to take Chariot from idea to ready for launch. Crafting the foundation of the branding system that will later be handled by the internal team.
Week 2: Visual Identity
The identity of Chariot plays a big part of the brand. To let the brand stand out more, we played with textures.
Business cards are their main element for the brand. Especially when it's going to be displayed in 250+ hotel concierges countrywide, it would be a no-brainer for them to invest a little extra into premium looking business cards for that added first impressions.
First Impressions Matter - Don't just look for customers, attract them. Studies shows that customers are much more likely to consider a product, if they find the presentation of the product to be appealing.
In this case, Chariot's product was selling as many business cards as possible. Profitably. By strategically placing their business cards at prominent locations, they were able to reach more valuable audiences.
Much like a storefront, the brand's will be their business cards. A portable bring along anywhere storefront.
Week 3: Bringing The Brand To Life
Once we get the designs ready, it's time to imagine it in the real world. 3D mockups gives us a sense of direction where the brand would be evolving along the years.
It also helps give a more in-depth look at how the brand elements can be used in different marketing materials. Some key metrics we look out for:
How the logo looks on different scales?
Does the font truly represent the brand identity?
Is the colour scheme suitable for the brand?
Is it memorable?
Would you imagine yourself being apart of a brand like this?
Our goal is to create brands that make a difference.
The Chariot brand imagined.
Chariot: Shibuya, Japan 2019.
Week 4: Sign-Off
Add-ons: App Concept
Understanding that customers will spend 80% on the brand's mobile app, the brand tasked us again on creating the look and feel that will impress their users.
Gathering a remote team, we set them out to capture the brand in action. Using an unique birds eye view allows users to capture what the brand truly stands for: business, travel & luxury.
Add On: Ads Direction
Safety plays a big role in transportation. Passengers expect peace of mind throughout the ride and that means alot more when you're providing a premium service.
'Don't worry, ride chariot' is the first of a six series awareness ads created for the brand.