Hyperloop - Final Presentation, Feedback & Evaluation

Hyperloop - Final Presentation, Feedback & Evaluation 

As a group a presentation was compiled reflecting the whole project and a snap shot of the thought process's and developments leading up too a final outcome. When it came to presenting we agreed Alec & Alex would deliver the presentation as 4 people would become unorganised and confusing, complicating the delivery of the brand. 

The group helped put the copy together as a whole while Alec and Alex refined it down into a system they could communicate well taking the brands tone of voice foreword. 

We placed the target persona within the year 2025, predicting what the future will be like, the brand comes from the imagination of the future but how nothing has really changed as technology ticks away in the background just benefiting lives rather than been intrusive. 

We began by using Her as a reference too a more human and realistic imagination of technology rather than the intrusive emulation of Minority Report. 

These sort of fads come and go, we wanted the brand to feel sustainable and robust, not an indulgent billionaires project, something the general public will presume. 

We learnt from contemporary travel companies taking key points from there brand that emulated a human interaction and key consideration too the travel experience of the customer rather than a corporate focus on commercialisation. 

We presented a page of text to represent our tone of voice, figuring out a concept that works as a brand for everyone creating an idea of bringing people together, bringing the world closer together so to speak through these technologies. 

Its important to consider the interaction of the brand from the persona point of view, we created a re-enactment of interaction with the brand from there point of view, it was useless describing how we constructed the brand if we couldn't show how it worked in a real context. 

We agreed that there was a requirement for physical tickets even in 2025 some people wouldn't use smartphones, the brand is human and that means aiming at everyone not just the technological elite.

The presentation is a journey anyway but we decided to focus on the journey of A - B actualy on the Hyperloop and how it will look and feel. 

The brand is carried through Alecs use of limited and subtle application of icons within the carriage and other physical touch points. 

We wanted to show how our icon resonates the whole human feel, resonating the most human thing, the red blood cell. It carries oxygen and will act as a physical reference too the efficiency of the Hyperloop. 

The icon works on the idea of bringing two places together through the tapering shape while visually representing the soft curves within our logo type. Taking elements from Johnson creating connotations through pastiche of a well trusted underground brand. 

We focused the presentation of iconography and how it was versatile through the circular grid and reflected the curves within the logotype. 

The use of this slide was to describe how the brand would act in a commercial sense, avoiding the over use of advertising, its a huge project and will have enough cultural and social presence. 

We mocked the logo up within a sub brand for the Freight business, desaturating the colours and filling the icon to create a robust and reliable tone of voice within the brand. 

An on brand finish too the presentation, soft, human and communicative. 

Overall the presentation went really well, Alec and Alex carried the brands tone of voice beautifully and concise within there use of words all the way too body language and confidence.  

The key things they liked where;

The clarity of the presentation, the simplicity helped carry the brand. 

We set a very good seen within the brand and its delivery.

The use of pure text and pure colour slides really helped carry the tone of voice and connotations. 

They loved the idea of skeumorphic tick designing, creating a sense of trust within the digital repurposing of a ticket. 

They found our typographic rationales and choices very well informed and very well delivered with informed research been a clear background too it. 

Things they suggested would have improved the brand and the delivery;

The icons and way finding system wasn't consistent and the way finding confusing, this needed to be more accurately delivered. 

They wasn't keen on the website and how it was mocked up, im not fond of mock ups so this will always be an issue with me using mockups. 

They pointed out the app looked like a hernia, a little harsh but feedback is feedback,

What I will take from this;

How to deliver a brand through clear and concise delivery methods from the contextualisation of visual elements too the presentation. 

Strip back how a brand is presented, take away all the complex elements the brand should be able to be communicated with a few words or lines not reems of text. 

Dont cram a load of ideas together in one slide, let the ideas breathe. Less is more. 

Overall though I enjoyed working with 3 other creatives that approached the design process's completely different I really feel we tied our skill-sets together to create an outcome I was proud of and could be expanded upon to create a great portfolio piece.