Role
Creative Design Consultant
Skills
Competitor Research and Analysis
Marketing Campaign Mock Ups
UI Prototyping
Brand Design System
Timeline
Jan 2023 - June 2023
Team
UMA Design Team:
Chloe Dowling, Thanussh Gnanasegeran, Jazzy Rao, Candace Pong, Natasha Goldberg, Jacqueline Ghosh, Nya Marquez, Jenny Wang, Amber Louie, Anisha Agarwala, Isabella He, Johanna Lee
Background
Waymo
Waymo is an autonomous driving technology company originally part of the Google self-driving car project. Waymo focuses on developing advanced self-driving systems to enhance mobility and safety. Waymo operates commercial robotaxi services in San Francisco.
UMA Design
Design Team at the Undergraduate Marketing Association is a creative group passionate about visual storytelling and crafting impactful brand experiences. With our expertise in interface & graphic design, user experience, and all visual communications, we collaborate with clients spanning diverse industries.
Project Scope
Waymo Advertisement Mockup :)
Waymo is transitioning from an R&D-focused firm to a commercial entity, which requires a comprehensive reevaluation of its brand identity and the overall experience.
Performance Marketing
Assess the brands of Waymo’s active ride-hailing competitors and self-driving automobile competitors, in terms of brand positioning, personality, visual/verbal identity, and advertising strategy.
Brand Design System
Using insights from the competitive brand research, provide a proposal for how Waymo should evolve two core components of its brand identity to appeal to younger audiences (Gen Z), recommending brand personality and photography style.
under NDA
please reach out to johannalee@berkeley.edu to learn more about this project!
Reflection
This project was very exciting because it was in the autonomous automobile industry. Exploring and researching this sector provided me with insights into the future landscape of the automotive industry.
Rebranding for Self-Driving Car Service:
It was challenging to reshape perceptions around this cutting-edge technology often deemed "not safe." The primary hurdle was to make autonomous driving technology more approachable and acceptable to the emerging generation of users. Successfully rebranding Waymo required more than just a visual transformation; it demanded the establishment of a new norm. The goal was to shape a narrative that would encourage users to perceive self-driving car services positively. This involved not only addressing concerns about safety but also fostering a sense of trust and familiarity.