Lux Drive started as an idea. Due to a blind spot in taxi and ride share services Lux Drive saw the potential for a pre-booked transfer service in their region of Newcastle NSW, Australia. To differentiate, Lux Drive wanted to focus on creating a luxurious and eco-friendly service with the use of electric vehicles. To launch their business Lux Drive would need a multidisciplinary approach with a stunning brand, website and web app service to facilitate bookings and take customers on their trips. That's why they came to us.
How did we do it?
Branding
Starting with brand strategy we spent time with Lux Drive to understand their goals and vision for their business. We worked with them to develop their authentic brand voice and USP. Once the brand name and messaging was refined we provided Lux Drive with a complete brand personality resource including tone and messaging.
Targeting the theme of Luxury and Eco-friendly we created multiple possible design directions with a series of stylescapes which evolved into a fully fleshed out visual identity for the brand.
After working through the best visual combinations of colour and typography there were multiple elements that we had custom created through there that Lux Drive was really excited about being included in the brand identity. So once the logo started to form, we ensured everything worked together, pulling those custom elements out and refining the supporting visual elements to the brand.
We concepted and developed the primary logo, working through sketches, concepts and finally a polished set of logos. From the final concept we created a unique logo system so that there is a logo or brand mark for any situation. This ensured a versatile yet cohesive identity was developed.
Ensuring the brand identity could be used across different mediums and collateral, we developed designs for a range of different physical and digital use cases for the Lux Drive brand, summed up in the brand guidelines document we delivered.
How did we do it?
Website design
Lux Drive needed both a brand infused website and a web app that would allow customers to book a trip and allow Lux Drive to manage their bookings. Starting with website strategy we worked with Lux Drive to understand the requirements of both the website and the booking system which needed to be as automated as possible and user friendly.
Working through the Brand Essence framework we distilled their brand into a Brand Story. A paragraph of pure magic from which more content can be quickly generated from. A good Brand Story helps the reader understand a business point of difference and connect with their brand. Using this Brand Story and existing content we fleshed out their written copy aligning it with the design to convert strategy. We worked with their library of visual assets to bring copy to life with web optimised imagery and video.
We designed and crafted a stunning responsive website using webflow ensuring the site looked great across devices. We assisted with SEO, ensuring the site met google's technical SEO recommendations. Keyword research was conducted to inform content and the creation of targeted landing pages for high traffic search terms.
From strategy we drafted the user flow of the booking process. Creating clickable wireframes to ensure that the user experience was seamless for both Mobile and Desktop users. A full set of designs were created for signoff and development.
We created a custom content management system for the team to be able to easily update content, keeping it fresh.
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