Gohort, a travel app start-up, contracted me on as a consultant art director, UI designer, and graphic designer. They wanted their webapp to be a one-stop-shop where 18 - 35 year olds could collaboratively plan outings together with ease. I created the logo, color palette, company persona, app interface design and marketing materials to help attract their intended consumer market.
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In order to address their youthful demographic, I categorized the company persona into 3 main planning archetypes: the pragmatic planner, the overly ambitious procrastinator, and the carefree wanderer. All marketing material consists of cheeky question and answer copy to one or all these archetypes. The tone is extremely friendly and relatable to allow the chosen demographic to see themselves in the carefree, easygoing, and trendy imagery. The imagery consists of groups enjoying themselves at standout locations, living in the moment, and not looking at their phones because Gohort has got them covered. The color purple is the leading hue due to its ties to feeling a sense of wonder. The secondary colors were chosen as a color triad off the purple in hues reminiscent of highlighter colors. The logo was created from two elements that work as elongated map drop pins, pencil icons, and planner sticky-note tabs. These two elements were tilted inward to make a purple drop pin once they unite to symbolize that once the user works together with their friends, they will be able to get to where they need to be.
The company opted for a more minimal approach when it came to the app interface design to allow for as much or as little user customization as desired. The color palettes of the trip categories can be changed based on user preference but still staying with color family. The main interface mechanism for how trips are planned can be seen in the map and calendar imagery. When the elongated drop pin is down and saturated, the location is included in the final itinerary. In contrast, when the pin is up and transparent the activity/location is not deleted but left on the map if the users wish to include it later during planning or on the day-of.
