DBA Hyperloop Brief Intro, Initial Meeting & Plans

DBA Hyperloop Brief Intro, Initial Meeting & Plans

DBA Intro
We were introduced too DBA, a collective of agencies aiming at assisting designers and agencies in the business side of things, helping out with legal advice, contracting advice and other corporate aspects of running a successful business. The main team is made up of agencies; Thompson, Something More, Arris, HMA and The Common Room. 

The Brief Requirements & Problem

1 Month brief with a placement opportunity at the end with either of the main agencies involved. The base research provided show how revolutionary this technology is so this will be a key thing to emulate in the brand identity alongside the time saving involved within traveling large distances. 

The technology involved seems a little sci-fi so gaining some understanding from the target audience and potential investors will be important as some people will be dubious when it comes to trusting these technologies.

Team
Our team; Me, Alec, Alex F & Joe L has a wide range of skill sets so bringing these all together will help in initial idea generation to aim at a wide range of audiences and investors. The brief itself is quite open giving us lots of creative freedom when it comes to expanding on the key deliverables; A logo and Placement on a Capsule. 

To do

Key points now are to gain an understanding of the following for the next meeting:
Audience & Investors
Pros & Cons
Customer experience
Technologies  
Relevant Brand touchpoints & Deliveries e.g tickets, leaflets, signage & print or digital focus, moving image or still? All deliverables need to be relevant to the ambitiousness of Hyperloop. 
How to emulate Future thinking
Gain credibility within the brand
Emulate a good customer experience 

Initial Discussion & Meeting

Consider how Hyperloop could be extended into Sub-brands for say the freight service and other potential services in the future, think even more ahead?

Create feelings of comfort within the brand, to gain trust and credibility especially considering how dubious people will be when using these new technologies. Make them feel safe.

Consider a pitch of the brand for investors. Create a sort of investors pack or publication?

SWOT Analysis

Learn to build or avoid emulating certain points within the brand strategy. 

Strength

- Speed

- Economic

- Energy efficient 

- Safe

- Versatile, can be placed on Land or In water

- Weatherproof

- Time efficient, good for people doing cross country meetings? 

Weakness

- Will be perceived as unsafe 

- Comfort issues, cramped?

- AI, No human drivers will make people feel uneasy

- Lack of control

- Lack of freedom   

Opportunities

- Seen as next logical step for transport

- Will make the world a smaller place 

Threats

- Seen as a vanity project

- Could flop like the Monorail/Concorde/Airship. Learn what went wrong with these and how to show an avoidance of these factors? 

- Dangerous

Brand Requirements

Incorporate ideas of leisure, business commute and freight either in one brand or sub brands

Idea of community and coming together = world a smaller place

Appeal to customers & investors alike

Work across either entire digital or print & digital. Consider how traditional travel influences these decisions

Emulate comfort & Trust

Work as a Global Brand

Show the importance of time is money, how its efficient in this sense. 

Initial Ideas

Use the pocket of air as a visual reference in a logotype or use it as guidelines for layouts. 

Show the transition of train type travel using lines transitioning into curves to show more futuristic development. 

Use shapes and ideas of connections to emulate how Hyperloop is making the world a smaller place.

Circular shapes could reference old underground map location points and the tube that encloses the pods.

Ideas of A - B in an instant, relate to developments like physical mail/letter delivery and there transition to Email.

Learn from old rail posters and there imagery and use of colour & tone to create comfort & trust within a brand.

A worry is lack of control, play on this using moving image and ideas of deconstruction and coming together into something constructed. This also could show ideas of connections and the coming together of people playing on the idea of making the world a smaller place?

Imagery ideas; Air, Speed, Trust = Transparency & Simplicity, Circles, Lines to Curves, Dynamic, Technical, Speed, Freight container sub brand = Box's?, Structure = Robust, Control & Safe, Comfort = Use colour, Human references, curved, nothing industrial and harsh, nothing too futuristic?

Plans

Research iconic & revolutionary modes of transport and outline points that made them great.

Research successful branding over the same period and outline what made them great.

Compile all points together as a group to bring together for a more informed idea.

Watch the film HER to gain more ideas on how something futuristic can reference traditional aspects.