Hoot Rides
Ford X (a division of Ford Motor), the City of Oceanside CA, and the TLGG Consulting Group NY needed help branding, designing, and advertising their new Neighborhood Electric Vehicle (NEV) ride-share pilot program. All of it needed to be created, produced, and implemented in a matter of weeks.
The project started with the development of a name and a logo for the ride share program. The identity needed to be unique, memorable and fun. With less than two weeks to present designs to stakeholders, select options, refine and finalize, we presented a variety of ideas and in the first round we were able to narrow it down to less then a hand-full of names and design directions to further explore. The client team was awesome and a key part of the design process.
It is a HOOT!
With the brand identity, a brand-story and customer experience mapped out, we moved on to UX, digital assets and promotional pieces: vehicle wrapping design, advertising, app user interface, website, and social media content among others. The digital experience (website and app) needed to be simple and seamless, especially considering the relative short duration of the experiment.
The design system was simple and flexible by design, covering logo usage, color palette, UI elements, and typography. It was designed to maintain seamless customer experience throughout all the touch points, from digital to print.
Clean design, bold shapes with fluid lines, and a fun and stimulating color palette made up for memorable and emotionally charged visuals.
“A service like Hoot Rides is a natural fit for the beachside city of Oceanside and supports our goals to decrease single-rider vehicles, as well as providing access to alternative, clean modes of transportation,” Oceanside Public Works Director Kiel Koger said.
— fox5sandiego.com
The pilot program was an overall success. The name stuck. All vehicles were busy throughout the days, great social engagement and feedback. So much so that there are plans for this service to come back to Oceanside as an integral part of their transportation system.