holly Case Study
Project Outline
A startup co-founder based in London had an idea to build something that he believed would become the future of travel. Holly, with artificial intelligence, helps busy professionals plan and book holidays with their friends by curating personalized recommendations so they can form deeper bonds and create unforgettable memories that last a lifetime. The project goal was he and his team wanted to make their idea alive. They needed a logo, brand guide, stationery, and social media templates (all visual identities that they needed to launch their idea).
Moodboard
The holly team and I (the designer) set up the below mood board together. They wanted the vibe that the customers understand them to be a technology company first as the AI for traveling is their value proposition, then the travel company comes second.
Keywords for the mood board were: AI, Abstract, Travel, Holiday, Friends, Groups, Warmth.
Sketches and Logo Ideation
In the sketches and Logo ideation process, I referred to several things like a sort of travel & plane-related, H letter, intersections & groups, and an AI wave-speaking shape (something like Apple Siri, Windows Cortana, Amazon Alexa).
I presented the below sketches to the client without any graphic works on any graphic design tools. I only told them that paper and pen often unleash creativity and let them give any comments.
Surprisingly, the client found there were two shapes potential to be their identity.
The idea of rounded plane-like logos was thought to fit. It signals a travel company, but it might need some enhancements.
The idea of intersections was good - holly's job is the find the perfect holiday for the group. However, the intersection shape needed to be turned sideways to make it like an H letter representing the Holly brand name.
Logo Options
Here is the part of vectorizing from the sketches in the logo draft. I only presented these two logomark concepts in the beginning, but the client directly fell in love with option 1 to finalize.
Concept 01 - The lines of such a wavelength or an artificial intelligence speaking or processing something; The lines going and coming around analyzing what is around; The lines forming a shape of a plane to sort of analyzing something related to travel without any TM graphic in the logo
Concept 02 - Intersections having movements every time the AI speaking or processing something; Intersections of communities that connect each other; Intersections of a sort of letter H (Holly).
Logotype
After deciding the right logomark, It came to the part of choosing the typeface. The client thought the letter H of Holly needs to be capitalized. However, in the point of design view, lowercase h feels more friendly and less intimidating. That is why I suggested using lowercase h to start the logotype working along with the logomark. We all also agreed that the typeface of Outfit is the best one to accompany the chosen logomark.
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Final Logo
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Brand Applications
Website Hero Page
Stationery
Shoulder Bag
Luggage Tags
Luggage Bag
Social Media Templates
Signage and Outdoor Advertisements
End of Presentation
Thank you for watching this case study. This is based on a real project (Logo, Brand Guide, Stationery, and Social Media Templates). So, all concept designs belong to holly as the client. I would like to hear from you guys, all designers about the things I might be able to improve for the next project I have.
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holly is the future of travel - an Artificial Intelligence trained to discover, plan and book your perfect group trip.
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Always available for freelance work.
Please contact me at ardiannf.nideli@gmail.com or use the "Hire Me" button on my profile to work with me.
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