Design Strategist

Truck

How do we empower people to feel comfortable in their smart homes and trust their connected devices?

 

Otto

Branding
autonomous technology

Role:
Design Strategist
Brand strategist

 

Brief
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Build A Brand Platform
For An Autonomous Truck Company

While I was mostly involved in the early stages of this project (mostly researching and brainstorming) I've learned a lot about the role of autonomous technology in our society from its ethical challenges to its cultural impacts.

 
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How do we plan a brand and a product experience with automation as friend, not as foe?
 

Who, Why, What, Where, How?

We organized a workshop with the client to understand their vision, their values and how they wanted their technology to be perceived. We immersed ourselves into researching about competitors, design language, archetypes and the and culture of truck driving in US.

Research
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Brain power VS horsepower

Branding Autonomous

Design

The design strategy informed the brand archetype , the brand values and the design aesthetic.

Jon Patterson was in charge of designing the brand identity of Otto. For more information, you can check the design work realized at New Deal Design here.

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Who, Where, When

Start-up Otto. 
New Deal Design, San Francisco, 2015

Team

Reid Evans, Jaeha Yoo, Scott Thibeault, Erik Askin,
Jon Patterson, Gadi Amit, Alexia Mathieu,

iNVOLVED IN

Cultural research, competitor research, ideation workshop with client, design research

Credits
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