Visual Design and Branding Project

 
 

Project Details: 6 week

Project Type: Individual

Roles: UI/UX Designer, Visual Branding

Design Brief: Develop branding and cross platform web, mobile and watch experience for a conceptual company, Co-Pilot

Skills Used: Prototyping, Branding, User Experience, User Interface Design, App/ Web Flow, Wireframing, Systems Thinking, Story Telling

Tools: Photoshop, Illustrator, Premiere Pro, Sketch, Marvel, Keynote 

 
 

Co-pilot

Co-Pilot by Schwinn Bikes is a biking application that allows cycle enthusiasts to have an engaging experience while competing with others and exploring new terrains. Cyclists will have a way to track their bike rides, view different bike locations and see how they compare with other users while earning badges.

 
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1. understanding the audience

Before the project stated, I decided to learn more about the topic. I conducted primary and secondary research and developed a persona to keep in mind the needs of the audience. The most important fact I learned is that riders valued social connections and making sure the locations around them are safe for biking such as notification alerts for potholes, hills, road blocks, neighborhoods, and crimes. 

 
 
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2. Rethinking the experience

Based on the research insights, I made an experience map and site map to structure the system and information. First-time users can learn about Co-Pilot, it's broad range of activity challenges, social aspect, route locations, statistics tracking and badges.

 
 
 

Site Map

 
 
 

 

3. BRANDING - ESTABLISHING CONSISTENCY

 
 

I mapped out a personality map to have a better understanding of how I want the appearance of the brand to visually look like. This influenced the overall persona of the brand and the types of users I am trying to cater to. By creating a personality of "Dominant" and "Friendly" I want to create a brand that is fun, exciting and challenging. 

 
 

Logo Iterations 

 

 

4. Mood Board and Style Tile

I created mood board and style tile to help establish the visual language and refining the direction. 

 

 

5. mobile sketches/wireframes

I went through the process of sketching to wireframes in order to design my mobile app concept from low to high fidelity. 

 
 
 

 

watch Interface

I mapped out features for the apple watch based on preliminarily sketches. Since the Apple Watch screen is so small, I focused on simple interactions rather than interactions based on clicking through different features. 

 
 
 
 

What I Learned

This project was a valuable addition to my skill set. I became familiar with design language and understood how to give a brand a voice. I also learned about how to communicate with design hierarchy and realized the importance of knowing the orientation of the brand within its competitor landscape.