MOBILE APP PROJECT BRIEF / TRAVEL WITH FRIENDS AND FAMILY
GOAL
Deliverables
Design a brand identity system for a mobile app that enables users to plan trips with friends and family.
Brand identity that includes:
- Brand mark and logotype
Font, color sets, patterns
Cohesive Style guide(s)
Support/Lifestyle Imagery
Implementation of brand in mobile app product (splash screens/cards/copy)
Implementation of brand in external channels (social/tv/outdoor)
Brand/Product challenges:
- Encourage users to collaborate on planning
Target middle to high income people who own mobile phones and frequently travel
Be used by a variety of ages, technical levels and for various travel locations
Enables users to store and manage trip details
Encourages users to take more trips
Deliveries:
- High fidelity mocks of brand identity and collateral
- Visually and verbally describe the concept
- Show idea/design process (sketches)
Style:
Modern, Minimal, Easy to Use
ROCKET LOVE DESIGN PITCH
Mobile app functionalities / Marketing messages:
- All your travel plans in one place.
Save time, get organized on all your travel plans.
Plan your trip with friends and family.
Start Planning Now! (CTA)
Exploring Now! (CTA)
Download everything you need to your phone before you depart.
Reservations organizes your flights, hotel information.
Stress-free planning!
Get personalized activity ideas based on the time, place, weather and your personal history.
fONTS
Primary font / Muller family
This font family has 24 total weights, from thin to fat with Italics. They are suited for wide a range of design purposes, from web, mobile, advertising, packaging, editorial to branding projects.
Secondary accent font / Kaushan Script
Kaushan is a handmade script, it gives the natural and fun look and feel.
This typeface is great for greeting messages, cover images, and any design that needs a natural and personal touch.
COLOR PALETTES
Fun, rich and adventurous
This is a clean, vibrant unique palette that perfectly combines warm accent colors with clean blue tones.
The orange/yellow represent fun and activity, and blue/green is associated with water, sky and nature. It is a palette that could be easily used to represent adventure and travel.
logo / SKETCHES AND brainstorming
EXPLORATION
This is the early stage of design process: researching, taking notes, understanding competitors, sketching rough mock-ups.
LOGO / ROCKET LOVE
I used the rocket ship as a representation of “go places, far away and adventure”. The heart shape is “doing something you love and also be with a loved one/s”.
business card
APP SCREEN / BRANDING COFFEE CUP
BRANDING SWEATSHIRT
PATTERN
Powerful and versatile tool for communicating a brand’s personality.
A pattern can be used, not only on traditional media such as packaging and apparel but on everything from business stationery to window decals, website banners to office decor.
Fun, creative, stand out = Engagement
- Engagement – Clients will take interest in a sleek design and a company that can have fun with their brand identity.
- Memorable – Clients remember a brand by their aesthetic elements and an interesting unique pattern will make a brand stand out and to be distinctive from your competitors.
- Unique – No other company will have the same pattern, it will embody the spirit of your company.
Lifestyle Imagery
The right images add life to a website, and help to build the company brand.
People want to experience the website, not just browsing a website. Using the right images can boost the site’s conversions and get to connect better with the target audience.
A positive image brings out positive emotions. It could be a smile, a gesture, color or texture. Positive images are expressions of joy and happiness and give the audience an idea of what they could be experiencing.
Human touch images - Using human faces, brings the viewer to focus more and this causes them to draw towards a common point of interest.
Don't use uninspired stock photos - the best images do not look staged, or flat. They look real and authentic, and add real substance to the site.
mobile splash screenS + SIGN UP SCREENS
Tool for UI and visual design
brand in external channels - FACEBOOK COVER AND SQUARE BANNER
Facebook Timeline Banners
1200 x 627
Facebook Square Banner
1200x1200
marketing collateral / data-driven advertising
Collection of media used to support the sales of a product or service.
- Digital marketing
- Digital marketing channels - website, social media profiles, email marketing, banner, video, online branding assets, blogs, online brochures, ebooks and digital white papers
- Reach the right people, in the right place, at the right time
Get measurable results to inform the marketing strategy
- Company website and social proof
- Company upgraded its outdated website to a modern and professional design, clear CTA, social proof (informational social influence), and a detailed explanation of product benefits. Study showed that 70% and more of americans now say they look at product reviews before making a purchase or download
- Video marketing
- Stand out on social media, giving customers a quick overview of the product without overwhelming them with informations
- Use video to drive deeper engagement
- Determined the content of campaign videos, set up a schedule, and space the videos out evenly, timing them to lead up to a big product launch or event
- Continue to strategize new campaign videos that can keep the brand fresh in customers’ minds
- Micro-video: shorten videos to less than ten seconds, making them ideal with small size for sharing on social medias
- Email marketing
- Never load a graphics-heavy email. Keep it short, sweet, and minimalist with clear massages. Oftentimes, less design means more engagement
- Mobile-friendly
- Personalization - Best time to send to increase open rates (with customer’s past behavior, machine learning to get Insights about customer)
Product recommendations to boost email conversions
- Attractive subject lines (short, punchy, brief, clever copy) and preview text
- Simplicity - Simple and brief initial description and paired with a very clear call-to-action, this is perfect for subscribers who are quickly skimming the email
- "Come back to us!" - Email with cute, funny style and pair with graphics or cartoons
- Banner efficiency and performance
Banner ads have to be eye-catching enough to attract attention
Banner ads tend to be relatively small, don't try to say too much, the ad may just end up looking cluttered, less is more
Communicate a single marketing message about a single product
Design for mobile micro-moment; viewer acts on a need
Dynamic creative - Creative that changes automatically based on information about the end users, whether this is related to their behavior, location or context
User Acquisition
User acquisition is gaining new users, the growth strategy.
- Focus on SEO (search engine optimization)
- Focusing on existing network and earning reviews and blog posts from users
- Partnering with established companies and posting on their partners’ support forums in order to add even more value
- Guest-blogging strategy
User Engagement
User engagement is how people use a product.
Engagement isn’t just about how often a person uses a product. It’s also about how invested they are emotionally. User Engagement is based on user interactions, frequency of use, and a user’s investment in a product.
The tracking capabilities are now in place to measure when, where and for how long someone interacts with an ad.
Understanding of how each creative element in a campaign is performing and how they perform in combination.
User Retention
User retention is the complement to user acquisition (keep that user on board).
Dashboards / Campaign Tracking
Data-driven creative strategies to ensure the best possible campaign outputs.
Review all banner performances: total impressions, CTR, total number of installs and CVR with tools like Mixpanel, Optimizely, Google analytics.
A/B Testing
A/B testing is a great way to determine which variation of a marketing message and design element will improve conversion rates. It's important carried out properly and with enough sampling to provide results in order to make right design decisions.