b-CARS
2016
ROLE: Art Director & Creative Lead
DEPARTMENT: Marketing & Creative
TEAM SIZE: 6
DESCRIPTION
24 hours. One brief. Zero sleep. Tasked by DRIVR and EEVO to conceive and deliver a full stealth brand identity for a new generation of eco-friendly cars, my team at KEA Copenhagen went head-to-head with other creatives in a high-pressure sprint.
The reward? A chance to work alongside the client's design agency on the real thing. We didn't just design a logo, we built a world around a brand, under the kind of deadline that separates the quick from the great.
SUMMARY
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Won the 24hr branding challenge in which our team managed to complete in half the time.
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As the winning team, the opportunity to intern and work with DRIVR & EEVO's team was well received
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Credits: Gru, Roxanne, Robert, Diana, Giedre, Martina & myself.
LOCATION
KEA Bi5, Copenhagen, Denmark
24hr BRANDING CHALLENGE
THE BRIEF
Creative teams at KEA Bi5 were tasked with a 24hr Stealth Branding challenge by DRIVR & EEVO to bring develop a new brand identity for their eco-friendly cars. Winners were awarded the opportunity to work with the client’s design agency.
The purpose of the Copenhagen Business Academy (KEA) is to develop and offer practice-oriented higher education at business academy level and at a professional bachelor level.
The Center of Eco-Friendly Innovation
Both DRIVER & EEVO have teamed up to build the first ever purpose built, long range, low cost electric vehicle for urban transport that is cloud controllable. The new vehicle is purpose built for both the taxi & car sharing market.
Insight
"The City Is A Hive"
After tediously studying the client, the brief, its goals and a plethora of angles for a brand identity for approximately 6hrs, a throw-away comment about the car's design sparked the winning design concept.
The vehicle, which was intended to be an eco-friendly car-sharing alternative, being compared to a bee eluded to the bustling nature of a city that is always on the go, with people being 'buisy bees'. It also gave an organic impression of a community that worked together, making the city its very own hive.
Organic Inspiration
The proposed logo which is a stylised letter b, drew inspiration from the bee hive, but also looking for simplicity that can be found visually, phonetically and conceptually.
01
Logo Design
After exploring a range of concepts, the team opted for a honey comb inspired logo which would have been converted into a font family given more time.
02
Brand Colours
The three main colours chosen for the brand further emphasised the organic and eco-friendly theme the team had chosen to weave into the client's branding identity.
03
Tagline
While getting customers from "a to b" was the initial concept for the tagline, emphasising "b is for You" not only suggests the service is for the customer, but the destination is as well.
Proposed
Marketing Strategy
The Client's Strategy:
Drivr → Taxi Companies → End User
Our proposed Strategy:
Drivr → Climate Awareness Organisations → Community Boroughs → Taxi Companies → Influencers → End User
The client was very much intentional about having a direct approach to building a partnership with popular metropolitan Taxi Companies to help launch their services, however, our proposed strategy was one which saw them foster a positive relationship with government officials in city Boroughs (especially those that suffer the most from high levels of pollution) and social media influencers in order to reach a broader audience with a more community-driven appeal.
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Rebranding Presentation Design
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Creating Promo Content
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Client Pitch Decks
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Video Editing
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Competitive Marketing Research
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Strategy Research
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Copywriting
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Pitch Preparation
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Animating design ideas
Tasks & Responsibilities
Software
The success of the concept relied on the more mundane software tools to help visualise the idea. The use of Project Management tools like Trello aided in making sure each team member was allocated their responsibilities and that deliverables were set for delivery on time.
