LAIKA
CREATIVE DIRECTION IDENTITY VISUAL DESIGN
Bicycling and two–wheeled EVs are the fastest growing modes of transportation on earth, but fear of theft and collision are their greatest barriers. In partnership with Scoot, Laika is a Crowdfunded insurance entity that protects 2-Wheeled commuters across major cities, so that they can ride and park with confidence, and we can continue to innovate in the mobility space.
PROCESS
Laika crowdfunds bicycle and EV insurance, creating a sense of community protection. Customers distribute risk, and reap the rewards of security.
Insurance is not typically exciting for brand exploration, but as always, traditional, buttoned-up businesses pose unexpectedly design-forward opportunities.
A FAST BRAND
As a fast turnaround brief, I relied heavily on typographic fundamentals, and the highly-recognizable, sometimes stupid, always loyal dog as the hero for this system.
THE WEB TEST
Early Web compositions can pull a system together, and show its holes. Everything is working in harmony here: type, imagery, and iconography lend themselves to a writing tone, taglines, and an overall brand feel.
VERBAL IDENTITY
Strategy is typically the genesis of verbal ID – but working at this pace, I scaffolded a biting language and taglines around the visual system – making this endeavor hard to miss.
TYPOGRAPHY
Odudo Soft is the happy, rounded sans serif member of the Odudo family. Bubbly and charismatic, the rounded corners of Odudo Soft offer a carefree feel in typically “stiff” industries. Ideal for casual, informal applications, Odudo Soft brings a relaxed and cheerful attitude to dry endeavors hunting for mass appeal.
SUB-BRANDING
In building new systems, I pay special attention to secondary and tertiary elements: iconography, patterns, and textures that lend themselves not just to ad collateral, but unexpected partnerships.
MOBILE EXPERIENCE
Product development often trails behind Brand Strategy and ID. This creates big opportunities to map out differentiators early, and encourage new digital experiences before things cement.
MARKETING COLLATERAL
Regardless of the initial scope of a company’s first stages, I like to plan for success and show collateral that extends the brand across mediums and channels. This helps the company and principals get excited about what’s possible, and expand the Vision.
PACKAGING DESIGN
Print and package design is the true measure of an ID system’s relevance — its ability to show up anywhere, and a design team’s ability to support growth. We only think we live in a digital world.
MERCHANDISE DESIGN
Branded apparel is about much more than checking a box – it allows the customer to buy into the mission of the company. It touches their skin — a crucial step to creating audience-driven brands.
SUMMATION:
INNOVATION MEETS RISK
People like the idea of “going Green”: reducing their environmental footprint, and being free of costly automobiles. But growth in these areas is stifled by risk. Unless we can protect alternate assets ["Keep Your Shit"] and feel safe on the road ["Stay in the Saddle"], these lifestyle changes won't permeate the culture. If we can make life on two wheels feel more assured, we can resuscitate innovation in mobility, and fuel the momentum of city life.