We refreshed the iconic beacon with a renewed focus on improving the driver experience by addressing key pain points in their daily lives.
My direct contribution
My specific role on this project was providing overall design direction under the creative direction of Monina Dolan and Nikolai Cornell.
I was responsible for the design of the pixel type on the Led Matrix in partnership with Erik Gomes, the packaging design of the beacon, and its 3D renderings and animations. I also designed a few creative marketing explorations.
Industrial design by Whipsaw
Beacon 3D Renders by laundry
Matrix Led Animation by Bryan Cobonpue and Andy Mai
Based on the limitations of the LED matrix, we developed a typographic system that balances function, personality, and harmony, and that fits perfectly into the matrix.
We led the design of the packaging and made sure the language was welcoming.
The main idea of the package was to make the Beacon be the star. We removed distraction so that the Beacon could shine alone.
This is part of a marketing study to explore how we could communicate the Beacon to different audiences.
Different from the neutral colors of the package, this direct communication was thought to show the bright colors of the beacon.