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Feedback and reflections: the gradient can be spread over the whole page and then try to use the Target symbol to link it to the text. So I started to make the direction of the gradient the same slope as the overall branding book had been carrying out, and then created a colour palette of 5 colours of the target pattern to create some diagonal lines with the gradient direction.

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My teacher felt that my symbol and word mark were not linked and needed to be linked and suggested changing the word mark to an Italic form, I started to go back to my word mark's research out, re-chosen the right word mark and started to combine them.

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My teacher suggested that the gradient element used in my logo could be applied to help unify the overall branding, and I began to experiment.

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未命名作品 354的副本

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I started to struggle with whether the base colour of the cover should be purple or black. Although I wanted the cover to be brighter, I then realised that it didn't match the pages behind me very well, so I decided to go for a black background yi j started tweaking the layout of the cover.

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Ride booking flow

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From this attempt I had the idea that I could make a transparent 3D model of a car in a cyberpunk style with a blue-pink hue, as the light from the mirror reflects off the car in a very technological and futuristic way.

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I re-modelled the two figures using modelling software because the previous persona style didn't quite match the overall style.

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These 5 colours were the main colours I ended up choosing. They are purple, pink, white, black and green. Green and purple will be the main colours. Black and white will be the main background colours or used for lettering. Pink will be the accent colour.

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The first font I think the weight and thickness of the font is too thick, as well as the inflection is sharp in some places and rounded in others, the coordination is not very good. The second font is more recognizable because of its thin thickness, and the rounded edges are young and energetic, but I don't like the look of the letter I. I think it can be simplified. As well as the width of the W is too wide, not quite the same as the other three letters, very uncomfortable.
The W of the third looks bulky and like a mountain, which doesn't fit the brand's character. But the H, I, and P look great, with the simplified I, and the edge of the P resembling the outer edge of the H, similar to a rectangle, which looks like a car brand.
The last W looks strange, but the three letters of HIP still look great.

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I found this font to be very technical and mysterious and youthful. But I felt that to evolve into a wordmark based on this font, the W and I would need to be changed.

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The wheel in the middle is too figurative, a bit out of place where it is placed and a bit too small for recognition. Needs to be developed further.

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Decide ideal2. Reason: Combined with the survey respondents, because of the young mentality, it is easier to accept new things, and the probability of accepting carpooling is high. Regarding the pain points of the survey respondents, I found that the target user group is more in a stressful life such as working and studying. They like the comfort of carpooling and the low price of carpooling. In-depth investigation found that they have high requirements for their life time management. Only in this way can go to work and study without delay. So I began to realize the importance of time management, when combined with travel, I thought of the travel version of "to do list".

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I started investigating the concerns of the contemporary people who need carpooling the most and are most likely to carpool, starting with their pain points. That's when I found an article about what contemporary Gen Zs and Millennials are most concerned about in 2020-2021. I have made an excerpt of this article.

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1. The app needs a separate pagination.
2. Some images lack links, resulting in low resolution.
3. On mission simplification.
4. The style of the background image on the story page does not match the overall style.
5. The text on the cover needs to be adjusted so that it is not obscured when it is folded.
6. The typography of the colour plate section needs to be adjusted. (about the white part)
7. The typography of the manifesto section. (Note the tone) Distinguishing text does not have to be in colour.

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W: To reflect the sharing, I found that I could split the W into two identical V's and then combine them crosswise and then have the point of intersection.
I: Originally the I in the font had horizontal lines at the top and bottom, I eliminated them and took only the vertical part in the middle, which is both recognisable and simplified, and matches the slant common to w, H, I and P.
P: Originally the P font inside the typeface was taller and more rounded, I lowered the height of the font to reflect the speed and technological feel of the car. The edges of the letters were then made sharper and less rounded to match the brand symbol.

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The manifesto uses a description of a series of actions in the car. It is familiar, friendly and encouraging - the tone is like that of a friend speaking to a customer

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Extension of each idea and exclusion of.

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Extension of each idea and exclusion of.

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Regarding the idea of same-sex carpooling for special groups of elderly people and children as well as women, I found that the audience for such is small, so the possibility of matching a same-sex driver is a bit low, which instead makes some women in the suburbs even more unable to get a car at night, and the chance of danger will also increase a bit, perhaps a feature can be added about matching same-sex full-time drivers at night?
Regarding the combination of group buying and carpooling ideas, after talking to my teacher, he thought I should focus on the carpooling function rather than complicating it.

I thought I should continue to extend it by capturing the audience with a large and simultaneously annoying audience, so I went back and continued to look at my questionnaire and the people I surveyed.

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- it is best to highlight two main features: sharing and cars.

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Their photographic style is based on the perspective of both the owner and the passenger: the passenger comfortably enjoying the view out of the window, and the owner greeting the passenger in a friendly and kind manner. They show the happiest state of affairs from the perspective of two different identities. It makes the viewers of the website, regardless of their status, feel a sense of empathy and aspiration for these states.

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Idea 1: fellow (the same hometown home) carpooling
idea 2:  Design a ride-time management carpooling platform for college students who have just stepped into the society or commuters who work or study, because social resources are relatively few. Because of the easy acceptance of young things and high social responsibility, he has his own life attitude and is good at financial management.
idea 3: Carpooling for long-distance travel booking (carpooling between cities and towns)
Idea 4: Custom carpooling for special groups (for example, carpooling for the elderly: to relieve loneliness in the elderly, carpooling for students: to ensure safety)
idea 5: Female car owners and female passengers carpool (maybe safety can be improved)
Idea 6: Cooperate with merchants to make a carpool brand with group buying, when a shop releases a group buying coupon, people can see it and then post a carpool invitation under this coupon, when those who want to group buy don't have a partner, they reach the problem of touring and travelling at the same time this way.

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Screenshot from the lyft website: Instead of saying something like "you are not allowed to do anything", which is strictly forbidden, the serious topic of safety and security is addressed in a gentle manner of a teacher or a friend who teaches and advises. I felt a great sense of affection and warmth.

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We have innovative power.

We are diverse and multicultural.

We are attentive.

We are respectful

We are communicative

We are fun.

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Reflection: The colour palette is too simple not interesting enough, there is no connection to the brand, as well as the fact that white is also shown more in the brand book, so consider adding white to the palette.

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I like the style of 1 or 2 pictures, using cartoon, 3D illustration style, with the feeling of virtual cars, like a simulation of the city, simulation of life of the game, there is a sense of intimacy, and interesting feeling, the colors are used high saturation colors, with a vibrant, positive feeling.

I like the style of 3 or 4 pictures. For people who travel at night, the light is a warm feeling. The flashing lights of the city give a feeling of bustle and liveliness. The dark photography style makes the brighter fonts more prominent and eye-catching.

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1. it has a feeling of goods, building branding, very heavy, without the feeling of car movement. 2. I was trying to show the feeling of sharing, I made several attempts, but in the end, there is only the feeling of sharing, not the feeling of car, adding the car element will instead become heavy and not simple enough. 3. I think it is very satisfying, together it satisfies the two characteristics of car and sharing, I use two different colours I think it is a bit like sunglasses.

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After tuturial I started to look at the competitor's page design, manifesto, brand story, and brand values.

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After tallying the answers to all the questionnaires, I summarized people's views on carpooling and the pain points, etc.

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-Don't focus too much on the functional part of each competitor, you can focus on their brand story, values, style, colour palette, patterns. Also research other relevant competitor's, such as social media brands and car brands.

TO GOOD TO GO /Bumble/Airbnb/Dribbble
-Add research on the LYFT brand.

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-whip's logo is now less accessible, back to font exploration. Continue exploring above shapes and forms.

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I ended up toning the photos I took to suit my my overall style and thought the background would be perfect for my illustration as a nighttime background.

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未命名作品 348的副本

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By comparing the fonts I've selected above, I think this one fits my brand better. Although handwritten with a forward speed feel, the legibility is too low and has the feel of an old book. The serif font gives a solid feel. But I wanted to convey a feeling of liveliness and freedom. So I chose this font that is modern, simple, easy to change and more readable.

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-We are committed to helping people develop a happy and good lifestyle, starting with your travels.
-Being your encouraging, accompanying, attentive and secure travel steward.
-Every moment at night in the countryside, whip is waiting for you.
-Whip provides you with a fun waiting experience every time you are anxiously waiting for a ride.
-whip plans a travel schedule that is active, disciplined and relaxed, so that every day is planned and looked forward to.
-whip makes every carpooling experience a green energy experience that adds a tree.
-We create a new way of connecting, whip helps you find that perfect travel partner for you.

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-The frustration section of Personas is not focused on personal issues, but on other environmental issues.

-About the deletion and changes in the group purchase section

-Textual language organisation section to be streamlined

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New Feedback
1. The success of the new 3d image of persona could go on and on. However, the words above are a bit difficult to read, probably because the characters are too big or too bright.

2. persona: the age difference between the two people is too small, Dan could change it to an older person. statues--status. persona could be added: users can use social media, email in response to ads, to give viewers an idea of how users interact with technology.

3. Logo page looks crowded and could be split into three pieces. (differentiated by colour)

4. Swatch page: gradients can be spread throughout the page, then one can try to locate where each colour is with the target symbol.

5. Font page: no need for small cars, the image is vibrant enough as well as responsible, now it needs to be more organised.

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This is an imaginative expansion of the meaning of the English interpretation of whip.

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Secondary research: TV series on related topics, youtube video research

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Secondary research: TV series on related topics, youtube video research

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Here is a collection of clips from TV shows and videos from video sharing platforms about carpooling, to understand the people who carpool and why.

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Love the fact that these brandbooks have a coherent symbol and form. And the typography of the typeface pages.

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-Research more examples of branding books.

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Carpool: The brand focuses on carpooling cooperation between large institutions such as schools and companies, which can reduce congestion in car parks, can reduce the work of employees, the attendance of students, safety, etc.
Analysis: I think this type of cooperation with institutions goes beyond the usual carpooling between passengers, and carpooling between an area adds more convenience and safety.

WAZE：The waze brand is about protecting the environment, reducing CO2 and increasing the pleasure of travelling. This led to the launch of the carpooling campaign to be an environmental hero.
Pros: fun illustration design, heroic user image (has a promotional point), addition of a music feature (increases brand appeal)
I think there are points that could be improved: the environmental protection campaign is too generic and not innovative enough to appeal to the masses.

Blablacar: Features: 1. Clear fare display 2. User feedback survey about owners 3. Campaign with female owners matching female passengers 4. Shared bus: ideal for long and identical journeys

Didi：Points to learn: Drip has developed different types of carpooling brands for different user groups. For example, the Flower Piggy carpool for second-tier cities, the inexpensive Green Cabbage carpool, and the upscale Comfort Carpool.
k focus on the needs of special groups to build brands

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1. Why did you think of carpooling?

2. Carpooling experience

3. How do you think carpooling can be formed?

4. Have you thought about how to deal with unforeseen circumstances? For example, if a carpooler is often late?

5.What is the ideal carpooling scenario?

6. Apart from carpooling, have you ever tried to carpool with anyone else in your life?

7. Where did you join the carpool?

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I took a deeper look at two of these frequent carpoolers and roughly pieced together their portraits.

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I tried to go up to the top of a hill at night to shoot a car and a night scene, and although I thought it worked well, it didn't quite match the futuristic and technological style I wanted, and I don't know if I could unify the style with the 3d model I wanted, so I'll have to keep looking into it.

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1. I think this brand is for carpooling, so the car should be fully reflected as a feature, then the car's rapid and forward characteristics should be reflected.
2. the characteristics of carpooling should be reflected: the same distance.
3, the brand should maintain the new trend, unique characteristics. It is also what attracts young people to participate more, and the colours should be bright and edgy
4. The brand wants to reflect a sense of having technology
So I chose a sans serif font with more simplicity and a bright fluorescent green and purple colour.

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未命名作品 339的副本

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I found that this brand book is characterised by having a uniform palette as well as a continuation of the pattern, with curved lines connecting several pages in a very coherent and unified way. The colours are also bright and fit well with the brand's brand tone about children. The style of illustration chosen is also in keeping with the brand's character.
Worth learning from: the colour palette is uniform and the illustrations fit the brand's tone of voice with continuity. A break from the usual typographic style - not left-right symmetry.

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Points worth learning: has a uniform colour palette, and a uniform fit: the chat box. The photography style is very impactful: the person photographed is partly above and full of smiles, in line with the brand's approachable, people-oriented brand tone.

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Using the form of 3D modeling, the main visual image of the brand is made. It has both authenticity and a sense of design.

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The first and second photos: I really like that this photography style has a sense of story. The overall photo brightness is relatively low and the tones are warmer. Then use bright fonts to light up the picture.
The picture illuminated by the car lights in the fourth photo is very beautiful.
The last picture puts the object on top of the mirror, which reflects the surrounding environment, which I find very interesting.

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I use the software nomad to build the main 3D visual image of my brand-a cyberpunk-style car, and auxiliary visual images: trees, cities, etc.

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whip is aimed at the contemporary young people who are pursuing a sophisticated, trendy and self-disciplined lifestyle, while learning to relax and live well. It helps young people to build a positive lifestyle and enjoy a sophisticated and efficient travel life at a small cost. It is primarily a travel steward with encouragement, companionship, attentiveness and safety assurance.

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未命名作品 339的副本 2

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未命名作品 339的副本 4

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未命名作品 339的副本 5

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未命名作品 339的副本 6

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未命名作品 339的副本 7