Hoot Rides
Ford X (a division of Ford Motor), the City of Oceanside CA, and the TLGG Consulting Group NY needed help branding and advertising their new Neighborhood Electric Vehicle (NEV) ride-share pilot program. All of it needed to be designed, produced, and implemented in a matter of weeks.
The project started with the development of a name and a logo for the ride share program. The identity needed to be unique, memorable and fun. With a short timeline to present designs to stakeholders, select options, refine and finalize, I presented a variety of unique ideas. In the first round the team was able to narrow it down to less then a hand-full of names and design directions to further explore. The client team was awesome and a key part of the design process.
It’s a HOOT!
With the brand identity, a brand-story and customer experience mapped out, I moved on to UX, digital assets and promotional pieces: vehicle wrapping design, advertising, app user interface, website, and social media content among others. The experience, from digital to the physical ride, needed to be seamless.
The design system was simple and flexible by design. Its main goal was to maintain consistency throughout all customer touch points, from digital, print, and experiential.
Clean design, bold shapes with fluid lines, and a stimulating color palette made up for memorable and dynamic visuals.
“A service like Hoot Rides is a natural fit for the beachside city of Oceanside and supports our goals to decrease single-rider vehicles, as well as providing access to alternative, clean modes of transportation,” Oceanside Public Works Director Kiel Koger said.
— fox5sandiego.com
The pilot program was an overall success. The name stuck. All vehicles were busy throughout the day, great social engagement and feedback. So much so that there are plans for this service to come back to Oceanside as an integral part of their transportation system in 2021.
creative/art direction, design, video: Fernando Campos
project management, strategy & consulting: TLGG Consulting NY
still photography: Christina Marie Muller