Fair’s core mission is to simplify today’s lifestyle and the archaic notion of car ownership.
To echo this philosophy in our brand system, the team went through dozens of iterations and kept the original wordmark and simplified it.
Core Products
Before rushing into the actual visual and verbal brand expressions, the team planted
the starting point at learning Fair core core products and defining business nomenclature.
Always Changing
Whether customer wants a month-to-month product or commit to a car for 2 years, Fair is always changing, adapting to customer’s needs. The team wanted to carry that notion across all facets of Fair brand, including pattern system. We used a generative pattern tool and built systems around both Consumer and Rideshare products.
Iconography
The team wanted to move away from cliche “tech company” cartoonish icons and illustrations, so developed a unique iconography language that would work well for both product and the marketing needs.
Photography
Fair cars are the forefront of our brand, so the team put extra effort around developing a photography system around 4 main areas: objects, people, vehicles, premium product. Depending on which area we are working in, the photography language would shift.
Strategy
Alice Yi, Seth Hulewat, Tom Mullen & Me
Design
Matt Cacciola, Seth Huleway, Jeffrey Zhao & Me
Tone of Voice
Tom Mullen, Thom Fain & Me
