Fetchr
Fetchr, a prominent UAE-based startup listed on Forbes, sought a cohesive global brand identity encapsulating its values: Flexibility, Technology, and Performance. As a logistics solution facilitating eCommerce growth, Fetchr aimed for a brand system that resonated with its mission and audience.
Client
Fetchr
Service
Branding Identity
Role
Graphic Designer, Art Director
Challenges
- Global Concept Unification: Harmonizing a global concept, graphic code, and visual system posed a challenge, requiring a solution that could transcend cultural and regional differences
- Creating Uniform On-Brand Physical Presence: Fetchr faced the challenge of extending the brand identity to its fleet of vans, scooters, employee uniform and ensuring a consistent, on-brand physical presence. This required a solution that seamlessly integrated the brand's visual elements while maintaining a cohesive look across various touchpoints.
Solution
- Unified Visual System: The design solution focused on creating a unified visual system that could effectively communicate Fetchr's values across a global audience, providing consistency in brand representation.
- Energy and Dynamism: Vibrant blues and oranges in the color palette were employed to convey energy and dynamism, aligning with Fetchr's commitment to flexibility and technological advancement.
Approach
- Dynamic Movement and Color Palette: The design approach centered around movement, utilizing a diverse color palette that defied traditional logistics norms, challenging communication conventions.
- Audacious Edits and Vibrant Colors: Brand photographs received audacious edits, introducing a unique style that, combined with vibrant colors, aimed to break away from traditional visual identities in the logistics industry.
- Technology-Infused Font Choice: TT Commons, a modern and tech-inspired font, was strategically chosen to reinforce Fetchr's commitment to technology and innovation.
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Results
- Brand Recognition and Unification: The new brand identity successfully achieved global unification, providing Fetchr with a consistent and recognizable presence in diverse communication actions.
- Values Reflection: The design effectively mirrored Fetchr's commitment to flexibility, technology, and performance, ensuring that the brand identity resonated with the company's ethos.
- Distinctive Visual Style: Audacious edits and vibrant colors contributed to the development of a distinctive visual style, enhancing Fetchr's uniqueness in the competitive logistics landscape.
