FLEK

Naming Hierarchy | Visual Identity | Campaign

Collaborators - Laura Lan, Thorsteinn Gardarsson, Christiano Fassoli

Challenge

This time-limited (one week) group project set the task of developing a naming hierarchy, visual identity, and awareness campaign for the James Dyson Awards winners of 2020; The Tyre Collective (TTC). To truly promote The Tyre Collective’s innovative product, which collects tyre wear particles to prevent microplastic pollution and encourage a circular economy through reuse, it was crucial to choose a specific target audience to direct the campaign towards.

Strategy

Before being able to promote the new innovation it was crucial to first creating a naming hierarchy which included the name a product name, class of product and technology name. Identifying a suitable target audience was also vital in order to create a visual identity which could be displayed through B2B and B2C campaign materials.

Visual Identity and Naming Hierarchy

Target Audience

Uber is the largest mobility platform in Europe, with 1.4 Billion trips taking place from 2020-2021. Uber’s global goal is to build a fully multimodal and zero-emission platform by 2040, aiming to do this through engaging users with more green options.

Through implementing FLEK Uber can set the industry standard, for true zero-emission mobility. Research shows that customers are willing to pay a price for sustainability, once a consistently sustainable journey is offered, suggesting that FLEK can also provide financial benefits for Uber.

Through being truly transparent Uber can also raise awareness of the tyre wear particle pollution issue.