A small team within Gannett wanted a brand that evoked the adventure of exploring the city as well as the technology that would power their app concept.
For this project, I coalesced a large amount of research and background work into a series of brand options for the team. Since this project had a long history, I had to manage expectations for what the product would do and work with the team to determine the brand needs from there. I created three options with distinct approaches to communication and content delivery. Ultimately we agreed on a rocket theme to emphasize the technological aspect of the product and capitalize on the "exploratory" feel of outer space. After deciding on this brand direction, I created several design concepts to explore how it would behave in various ecosystems and to demonstrate how it would express its quirky personality.