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From this research I have decided I want my logo to use curved lines over straight rigid lines as they convey the friendly and fun tone of voice I want Whip to have.

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I started by writing down different values Whip could have and then decided on five core values from these.

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I then expanded on what I meant by these and how they would effect the design of the brand.

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I like the minimalistic design of this app, the different sections are clear and in a 2D style which makes each page clean and easy to navigate through.

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I decided on these colours as they are bold and bright. I wanted to have a range of colours so that Whip appeals to all different types of people, these colours are also not associated with any other big brands so therefore can always be recognised as Whip.

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Final adjustments I made to my logo, I first changed the font I used to my primary typeface and then also made the curves more geometrical by using circles instead of drawing them freehand.

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In order for Whip to compete with all the other car ride apps it needs to stand out, there are many ride sharing apps however none in the UK are that student focused so this will be a good trait that stands out. Whip will also help reduce cars on the road and therefore decrease harmful greenhouse gases released from cars. Whip will also save users money that they would otherwise be spending on expensive travel tickets and petrol. These three points will be Whips main features and what makes it stand out from the other brands.

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I really like the bright colour scheme used in this brand book, it reflects the brands fun and happy personality. This colour scheme is used throughout the pages, the combination of this and the bicycle symbols used makes each page really engaging and interesting to look at.

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Whip - Dan’s going up to Leeds. Josh and Ellie are heading off to Leicester but they have a lot of stuff, train’s too expensive, coach won’t stop to pick up Ahmed on the way. Whip links students who need to make journeys home or to visit mates or go to that gig/festival. You have a car but no money for petrol. Problem solved.

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Whip - Dan’s going up to Leeds. Josh and Ellie are heading off to Leicester but they have a lot of stuff, train’s too expensive, coach won’t stop to pick up Ahmed on the way. Whip links students who need to make journeys home or to visit mates or go to that gig/festival. You have a car but no money for petrol. Problem solved.

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I decided on Poppins for my primary typeface as it has a range of weights and is very modern. I think it fits well with Whip as its simple and bold.

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I like Lyfts manifesto, it stands out compared to other manifestos and is short and to the point.

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This is an example of what I don't want my brands manifesto to look like, Whips audience are not the kind of people that want to read through this long paragraph of text. This manifesto also seems a bit cringey as it says things like 'live your dream'. I don't think this kind of wording appeals to younger people today and therefore would not be right for Whip. Whips manifesto needs to be short, witty and to the point.

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Whip was created because of three problems students and young people have,

We’re always spending way too much money on travel. Wether it’s buying train tickets to a festival or petrol money to travel home for Christmas.

Cars are meant to speed up travel but how often do you sit dead still on the motorway? Too many people own cars now and the traffic levels on roads are the highest. Our solution? Get more people carpooling, more people in one vehicle, less vehicles on the road, less traffic and faster journeys, simple!

Global warming is a real thing, and it’s going to affect all of our futures. So why are we not doing everything we can to help save the planet?

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My final logo design represents how Whip connects people, the logo feels modern but still fun.

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I have used Proxima Nova as my secondary typeface as Poppins was not that easy to read when used in bug blocks of text. Proxima nova has a light weight and is a lot easier to read when used in paragraphs.

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You’ve got places to be, people to meet, conversations to start, ideas to make, problems to solve, but why wait until your destination?             Use Whip.

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You’ve got places to be, people to meet, conversations to start, ideas to make, problems to solve, but why wait until your destination?             Use Whip.

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I wanted Whip to appeal to students therefore need the branding to be engaging and fun. I've seen lots of really eye-catching stickers in brands that I like recently and thought this would be a great thing to include in my brand. Stickers will make my brand seem down to earth and not too serious, they are also great for advertising as people can stick them anywhere.

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I started off looking at these four sets of colours for my brand. I chose these colours as they are all bright and eye catching which is how I want my brand to come across.

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Bla Bla Car is my main competitor, their app has lots of different features however the design of it is very simple and dated. I download the app and looked at the layout of different sections, I learnt that I wanted my app to have a similar wireframe however make the user experience much simpler and easier to use.

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I used the prototyping feature of Adobe XD to prototype how my app would work and change as the user interacts with it.

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These are four different layouts of the app I designed, I was deciding where to place the symbol. I decided on the final version as the symbol is clear and looks like its supposed to be there, it also doesn't disrupt any other elements of the app or make the page seem too busy.

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From the brief I know that Whip needs to appeal to students as they are it's target audience. I will look into other student focused brands and think about what I as a student look for in companies and services I use.

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The first brands I researched were BlaBla Car and Uber. BlaBla Car is another carpooling app and therefore is my main competitor, their branding is fun and colourful. I like how they use two shades of blue throughout their branding as its easy to recognise and associate with the brand. Uber is a massive ride app, their branding is more professional and modern than BlaBla Car however they don't focus on carpooling and have a very wide target market. From this research I have learnt that I want my brand to appeal to students and therefore be fun and colourful like BlaBla Car however I also want my brand to convey being trustworthy and professional like Ubers modern branding.

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While designing my brand book I decided I wanted the brand values to be displayed as titles, I wanted to cut down to four values and make it more clear what they meant. I changed the original values on the left to the four new values on the right.

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I really enjoyed this brief and think my design fits my brand personas well. I like how my logo and symbol design are simple and clear as this reflects how easy the app is to use which is important for students. I also like how I've used a bold colour scheme however it doesn't appear over the top. If I was to go back I would try and incorporate the brand value of helping to save the planet more, I think being environmentally friendly is very important for brands and this could have been taken further in my brand.