Role
I was the Lead Creative Designer
Project goal
My job was to first create the company name and strategic platform, and then design a creative brand identity that would effectively convey the company’s idea and value.
Solution
I started from a strategic platform, experimenting with different ideas from the client’s vision of the brand. I involved both the client and my team to translate the company’s perception into real ideas. The name was pretty challenging, but I went for a more unexpected approach, fusing the terms ‘cab’ and ‘able’ to produce ‘Cabable’ as the final pick. The client was pretty impressed and had no second thoughts about it, luckily!
The logo, the essential part of the brand, is a combinational mark. It fuses a street sign and a wordmark of the brand. The street sign symbolizes the different directions the company aims to direct the transport industry. The wordmark uses a sans serif font that is both attractive and timeless. Since the company is also pushing towards an eco-friendly transport system, I used eco-green and navy blue colors to adorn the logo.
