Navee

01. The Challenge

I was tasked with designing branding and advertising for the 'Navee' IoT tracker, and demonstrating how this could apply for the accompanying application. IoT is hardly sexy, so this was a great first chance to work on making the 'boring' into something engaging, and working within industry constraints.

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We also began with no real idea about our target application: it could be work across a variety of use cases and users, so establishing some kind of market validation was my first step to understanding the type of user we would be targeting. This was what I did first, to guide the rest of my work and shape the outcomes into something that would fully speak to our ideal user. Looking ahead, this would also entail A/B testing in our advertising campaigns, to further narrow down our ideal user.

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02. The Solution

There were three key tasks that I broke the above challenge into: 

Design the Navee brand
The Navee brand needed to be modern and clean, with a focus on an outdoorsy vibe.

Design accompanying app
Research on our desired user and their pain points had already been undertaken, so I took that knowledge and designed the UI for the app.

Create advertising campaign
I developed assets for an advertising campaign across social media, and physical advertising spaces.

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03. The Result

I kept the colors muted with a natural focus to reflect the outdoorsy spirit of our target user. For fonts, I chose a modern and simple sans-serif to enhance the modern, clean aesthetic.

All of these elements came together in our app interface. Users can view the location of paired trackers from list or map view, message the users of their paired trackers through the app, view key stats for those users' locations such as charge, weather conditions, and 'last seen' time, and they can send and receive danger alerts. The app needed to be simple, clear, and unfussy, to allow for ease of use in challenging conditions, and quick navigation in emergency situations.  

With the campaign, we needed to make sure that users understood our POD: that we were not trying to be an airtag, but that we were something newer and safer, for the outdoor adventurer. There were several use cases identified in our initial defining session, but we knew that outdoors would be our key market, and our easiest win to kick us off.

Outdoor advertising coordinated with paid social ads allows us to target our users consistently and cohesively, increasing brand recognition, and bringing our users into our funnel with awareness, that eventually can turn to consideration, and conversion.

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