Kinetic.
A brief set into the future, brand agency DesignDough challenged me to create a fresh brand identity and launch campaign for a fictitious automated car service. The year is 2040 and the personal car has been replaced by a new national automated car service called Kinetic. At the touch of a button in an app, a driverless car can be called within minutes and will take you wherever you wish to go for a small fee. The vehicles are completely green, automated and designed to eradicate emissions, traffic and road facilities. Think Tesla meets Uber.
The Problem.
Many car brands have begun rebranding to keep up with their competition and attract customers using modern design. However, we aren't designing for a new car brand. This brief is to brand a service that we have never seen before. The brand must think about the future of travel, the future of automotive, and the future of design.
The Challenge.
How can I create a revolutionary brand and launch campaign using thought-provoking design, for an automated car service set twenty years into the future?
The Logo.
Kinetic's logo mark not only resembles the letter 'K' but was purposefully created to symbolise movement and skipping into the future of travel. The logo was founded on the concept of a traditional skip icon and developed to form a modern and futuristic logo mark for the brand.
The Typography.
Kinetic required a typeface which would go hand in hand with the logo and work comfortably throughout the entirety of the brand. Therefore, the timeless typeface known as Futura was chosen for the brand. Futura was also used for the logotype, with bespoke modifications - such as sharp accents - made to create character.
The Campaign.
To launch this revolutionary service, a storytelling campaign was introduced. The campaign's concept was to show the start, during, and end of a journey when using Kinetic. Although the logo may be monotone, the brand's energy is easily expressed through its eye-catching green automobiles. The campaign continues to express the brand's playfulness using wittiness throughout the copyrighting, portraying Kinetic as a positive brand.
