Branding case study — Roote, the mobile app for easy car rental

Introduction

Roote is an ambitious startup ideas targeting the transportation sector in Tunisia, the company behind it aims to  be the first app allowing users to book all kinds for trips from their mobile phone.

Goal

Before the project starts, I was given a task to craft a new and unique visual identity that goes in line with the ambitious goals of the company. The deliverable is a full documentation of visual identity and all necessary files.

Process

Creating a visual identity is not only about design, I was also responsible for aligning everyone's vision from Marketing, to senior management to product designers.

I started by organizing brainstorming sessions with everyone to define the following points.

• Target audience
• Competition
• Brainstorming visual keywords
• Defining and understanding the vision and mission statement

A visual identity is a reflection of a personality that is unique from competition, and one that conveys the story of the company that resonates with the audience.

Vision and mission

Brand positioning

Brand positioning is all about defining on the core values and unique selling points of the brand, in order to try to reflect it in the design and communicate it to the customers.

Brand Attributes

The keyword brainstorming process starts with randomly generating attributes that align with the brand values and are able to communicate a visual look. Once we have enough attributes, we start ordering them by importance to the audience. If we end up with more than one core idea, we split them.

The keywords obtained are the focus of the design phase, This is where I base my design decisions on. By trying to create designs that reflect these keywords.

Logo design

Colors

Typography

Usage Guidelines