A team of product, technology, and travel experts launched ‘Move’ a groundbreaking machine-enabled booking platform, which tailors holiday experiences to the individual preferences of each traveller. This innovative approach promises to provide unparalleled levels of personalisation.
My Role
The business formerly known as SmartAir recognised a promising opportunity to pivot into a technology and platform partner for travel brands. As the assigned designer, my responsibility was to develop a fresh brand identity and create a website that would bolster the introduction of Move’s updated image and business focus.
Brand Identity Design
I worked closely with the team to create a fresh and contemporary image that reflected the brand’s unique vision and offerings. In this portfolio, I showcase my design process and how we captured the essence of Move’s new direction while remaining true to their brand values.
Stage 1
I replayed the brief back to the client, emphasizing particular keywords that could form the basis of the brand’s values and proposition: Relationship-based, connected, inclusive, confident, trusted, assured. Following that, I created four distinct brand identities and presented them to the team. We then gathered feedback from stakeholders throughout the organization to reach a consensus on the most suitable overall look and feel.
Stage 2
The most favoured version was selected, and I further developed it to better capture the concept of partnership. The final design portrays Move as a technology partner in the background, providing support to their customers.
Brand Guidelines
As a designer, I understand the importance of consistent and coherent branding across all touchpoints to create a strong, memorable, and recognisable brand identity.
In this project, I was tasked with creating a set of guidelines to ensure that all creative elements remained aligned with the brand’s core values and messaging. These guidelines are a vital tool for anyone involved in creating marketing materials for the brand, from designers and marketers to copywriters and photographers.
Website Design
The design process for the new marketing website involved several key steps to ensure that the website aligned with Move’s brand values, messaging, and business goals.
1 Planning: The first step was to define the website’s objectives, target audience, and features required. I collaborated closely with the Move team to understand their vision and gather all necessary information to inform the design.
2 Wireframing: With a clear understanding of the website’s purpose, I created wireframes that outlined the website’s structure and layout. The wireframes acted as a blueprint for the design process, and allowed the team to visualize the website’s overall organization and navigation.
3 Visual Design: Once the wireframes were approved, I moved on to the visual design stage. I used Move’s brand guidelines to create a consistent visual language that reflected the brand’s values and messaging. The design included graphics, illustration, typography, color schemes, and imagery that conveyed the brand’s focus on personalization and innovation.
4 Prototyping: With the visual design approved, I moved on to prototyping the website in Figma. This allowed the team to see how the website would function in a live environment and provide feedback on any necessary changes. A prototype also helps when handing-over to developers as I can also highlight any animations and interactions.
Outcomes
In conclusion, this brand identity case study showcases the successful transformation of SmartAir into Move, a forward-thinking technology and platform partner for the travel industry.
Through a collaborative process, I worked closely with the Move team to develop a fresh, modern, and distinctive brand identity that reflects the brand’s values and messaging. The final result is a consistent and memorable brand that stands out in a competitive market and resonates with its target audience. This project demonstrates the importance of effective brand identity design and how it can be a powerful tool in helping a brand to communicate its unique offerings and vision.