Ridesharp + Fairfare
An exercise
in duel branding.
Brand development is some of my everyday work, but architecting two brands to become one in the future was a first for me. They had different targets, use cases, and solved different consumer problems, but they had to born from the same DNA.
This was my second collaboration with Greggy Adriano a designer fresh out of school. He was naive enough to be blind to the contradiction in the assignment but talented enough to help me express visually where the two brands could live together.
Ridesharp
Prebook your Uber.
When I started this project, A3Ventures was just a bunch of rogue strategists working within AAA on its future viability. They wanted to experiment with new products and brand them with the same process I used to rebranded AAA. Their success allowed them to create A3Ventures the innovation and VC arm of AAA. Ridesharp was their first experiment, prebooking an UBER, the missing feature for the power user.
Icon
Color PaletTE
PRODUCT
FairFare
Book the best ride.
FairFare was A3V second experiment, a trip price comparison tool. Guaranteed to always find you the lowest price whoever the provider. Intended for a younger demographic and more spontaneous use case than Ridesharp, it still shared threads of the same visual language in its branding elements.
Icon
mark animation
PRODUCT
Photography
Weaving the
two brands together.
Design shaped a related language for the two sibling brands with a shared color palette that linked them tightly. Brand photography was another opportunity to create some related DNA between the brands while also creating separation. We shot unique use cases with the same two character cast down the middle of the two demographics. This created a library of images, some unique, some shared, but all from the same family.
Herione
Hero
