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 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.



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. 



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





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.