Brand and Visual Communications
Build the brand from the ground up
Hyperloop Transportation Technologies has been abbreviated as HTT since 2013 when the company was founded. Design languages were explored and created to define an innovative, global, timeless mobility brand. HyperloopTT was generated in this process. It resonates with all the messages we want to convey to the world, so we rebranded in 2019 and created new guidelines and assets to strengthen the position and communication. This is the global brand of the company today.
HyperloopTT Rebrand
Collaboration with Saffron Brand Consultants (Visual branding) and Greg Logan (Tone of voice)
The rebranding concept started with ‘HyperloopTT'. It took several attempts and failures and finally came to life through collaboration with Saffron. The internal and external new brand roll-out includes logos, icons, colors, brand guidelines, fonts, website, corporate templates, media assets, and tone of voice.
Project details:
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The idea of HyperloopTT was formed in 2016
The collaboration with Saffron was initiated in June and completed in December 2019
Official internal and external roll-out in Mid-December 2019
More assets were created in 2020, including templates
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Finding the unique and powerful visual language and voice to present an industry-leading position and to inspire
Convincing the executive team of the rebrand necessity
Preparing comprehensive roll-out materials to accurately communicate with internal and external audiences despite limited time, budget, and resources
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Work closely with the project team by providing design and graphic mockups, creative-led input and decisions to shape the visual language and voice of the new brand
Preparing visual assets for internal and external roll-out, including creating brand guidelines, new images, website, templates and more
Later continuously expand brand language by applying to physical and digital projects
Design and launch the internal brand site in 2021
Logos and icons
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Logo before rebrand
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HyperloopTT logo
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Icon
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Alternative use of logo
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Regional project logo
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HyperPort project logo
Highlights from Brand Guidelines
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Color palette
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Icons
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Typography
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Postcard
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Sticker
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Cities
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Maps and routes
Expanding design language
As part of the team building the brand HyperloopTT, we constantly need to explore and grow the design language. With guidelines and principles in place, design languages are explored, expanded, and applied to digital assets, creative artwork, visual presentations, and manufactured products.
Company website
More: https://www.hyperlooptt.com/
The objective is to relaunch the global CMS website with the rebrand of HyperloopTT and increase of SEO ranking.
Project details:
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The project was initiated in September and completed by mid-December 2021
3 new pages were developed since launch
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Delivering an outstanding global website with the launch of the new brand within a short time frame and limited resources
Creating an easy-grasp narrative and strong message from the complex company functions and positions
Building a smooth, simple yet memorable user experience
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Offer creative input to finalize the initial mapping of functions and narrative
Design the UI wireframe
Bring onboard the developer team
Work closely the developer team to precisely present the UI/UX design
Create visual content including infographics
Design wireframe for the new pages and implement them in the CMS backend
Provide routine maintenance and update of website content
Project inspired NFTs
Collaboration with illustration artist Tavis Coburn
The NFTs are the poster artworks inspired by the cities in the Great Lakes Feasibility Study. The proposed route is to connect Chicago, Cleveland, and Pittsburgh. The posters were created by Tavis Coburn to generate regional excitement.
Project details:
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The project was initiated in 2019 and completed in 2021
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Identifying the simple and strong narrative, sending the message that hyperloop is here
Creating three distinctive posters that also align with brand language
Demonstrating the sustainability feature of the system
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Bringing the artist onboard to create the three artwork for the Great Lakes Feasibility Study
Providing initial design and brand input, including narratives, coloring and lighting
Working closely with the artist to finalize the detail for an accurate hyperloop story
Storytelling image
Infrastructure design collaboration with MAD Architects | Rendering by Mir.
As part of the brand experience, the elevated infrastructure can be poetic. A picture is worth a thousand words. Thus we worked with the world-leading storytelling visualization company Mir. to tell the sustainability story of the infrastructure system.
Project details:
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The visualization phase was initiated in November and completed by mid-December 2017
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Convincing executives of the importance to invest in high-quality storytelling images
Bringing onboard Mir. and negotiating an unusual completion timeline
Creating an urban narrative that is inspiring and with the potential to be built
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Initiate the effort to create compelling visualization and tell the story of sustainable urban infrastructure
Convince the executive team to invest in the compelling visualization images
Negotiate with Mir. to complete the projects in a short time frame
Provide initial story input and narratives
Work closely with Mir. team to finalize directions and details for the public release
R&D site experiences
Toulouse, France
The R&D center in Toulouse started in 2017. The site was an inactive airport facility that was on its transition into a startup campus. My role is curating the site experience and expanding brand elements on the testing components.
Project details:
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The R&D site was developed in 2017
Continuous development with new additions of testing elements
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Creating precise branding signage on large-scale infrastructure
Bringing life and excitement to the inactive campus space in the center of the aviation valley of Europe
Designing masterplan that tells a story, meets testing functions, and facilitates future expansion
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Lead the masterplan effort by coordinating closely with the engineering team and integrating the storytelling effort
Explore and select the tube finish with branding signage
Lead the creative process for the other testing components including the vacuum pump units and operation control center
