Overview
Digitas worked with the Goodyear marketing team to create an entirely new service offering targeted to busy millennials. The concept was built around a hub and spoke model, providing customers a variety of ways to drop off their vehicle and in turn, allowing them to gain back the time typically spent sitting captive at the shop while the vehicle is serviced. Myself and 2 other designers worked closely with key stakeholders to shape every piece of the new service, including but not limited to visual identity, physical retail space design, a digital platform, and a comprehensive brand guidelines document.
Project goals:
• Help Goodyear envision and bring to life an entirely new service offering
• Design an experience that accounts for collective user and business goals
• Create a fresh, differentiated, and scalable brand identity
Logo
We created the wordmark using rounded shapes and lowercase type to ensure friendliness and approachability that can often be absent in car maintenance.
The “O” in Roll easily became a personified tire icon that helped communicate a variety of “states” within our digital tool.
Icons
All icons were custom-created and were leveraged in a number of ways. Service icons, condition icons, and tire-type icons were used to help guide users through the digital experience as they looked to book their service, while the “activity icons” were used in-store to communicate all of the things customers might do with their newfound time.
Activity icon sets were customized to each store location (Philadelphia, PA and Bethesda, MD), and were part of an interactive QR-code based search function for nearby things to do.
Digital Platform
The digital platform was designed to be used both in and out of store. A guided, step-by-step experience allowed users to input their vehicle information, find the best tires for their vehicle, and select which service model fit their lifestyle.
