Driverseat Brand Enhancement
Driverseat Inc is an award-winning transportation franchise that has expanded throughout Canada and into the United States. As the brand grew exponentially in 2019-2020, it was essential to ensure it had a strong brand identity to match its success and growth in the industry. The brand identity, and the brand messages/personality, were redefined to enhance and evolve the company. The brand enhancement followed a series of changes in various aspects, such as the vehicle wraps, updating the mobile application artwork, and a new company uniform for Driverseat chauffeurs.
The process of a rebrand for this company was extremely lengthy and involved lots of thoughtful planning. Rebranding a franchise is time-consuming and an enormous expense. Therefore, the company did not want to execute a rebrand and instead proposed a brand “enhancement”- where the franchisees could continue to use their existing marketing materials without having the company undergo an identity crisis. I made slight modifications to the company logo by separating their previous logo into two distinguishable pieces- an icon and a wordmark. With this modification, the icon on its lonesome is a powerful tool for brand recognition. This would allow the logo to be scaled down and used in multiple formats without compromising legibility. I also added white space to the icon logo by rounding the edges for a personable, friendly and modern design.
I created a brand guidelines book for the marketing team at Driverseat HQ and the franchisees as a guide for them to design strong marketing materials while simultaneously curating a cohesive brand. This brand book translates the Driverseat visual identity- paying attention to logo usage, colour, typography, photography, and shapes. However, it is also composed to explain design theory and the importance of a brand. In Driverseat's business structure, the franchisees are responsible for creating their respective marketing materials- therefore, this brand book worked to educate and exemplify the concept of effective branding.
The uniform design and implementation was my responsibility as well. I worked directly with the production company going back and fourth until the colours and placement of the designs were perfect and up to company expectations/standards.
Presentations
I worked closely with the CEO and President of Driverseat to create slide decks for various presentations during my time with the company. I also designed video presentations- below is a video created for the Driverseat Brand Launch in May 2020.