[ DOORDASH, DASHMART, IDENTITY ]
BRAND IDENTITY
Design Direction
Creative Direction
Campaign Roll-Outs
DESIGN AND CREATIVE DIRECTOR _ Justin Bauer
KEY DESIGNER - Amy Lee
KEY DESIGNER - Jamie Nichols
EXECUTIVE CREATIVE DIRECTOR - Mariota Essery
DOORDASH HAS A DELIVERY SERVICE BRAND CALLED DASHMART THAT GETS YOU GROCERIES FAST. THEY NEEDED A RE-BRAND DESIGN THAT NOT ONLY OVERHAULED VISUALS, BUT ONE THAT RE-THOUGHT THE BRAND AND OFFERING FROM THE GROUND UP. THE IDENTITY NEEDED TO GO ON DIGITAL EXPRESSIONS, PRODUCTS, AS WELL AS 1400 BRICK-AND-MORTAR STORES AROUND THE GLOBE. IMAGES BELOW COVER A WIDE RANGE OF SERVICES AND SURFACES, BUT ARE JUST A SMALL SELECTION REPRESENTING THIS MULTI-DIMENSIONAL LAUNCH.
THIS IS THE MAIN ICON FOR DASH MART, WE USE THIS WHEN DASH MART NEEDS TO BE THE HERO EXPRESSION.
IN DEVELOPMENT, THIS IMAGE WAS THE INITIAL PROOF-OF-CONCEPT THAT LED US TO DEVELOP THE SIGNAGE PROGRAM ACROSS 1400 STORES.
THIS IS A DOOR DASH BRAND AFTER ALL, SO WE CREATED LOGO OPTIONS THAT ENSURE DOOR DASH IS PAIRED DIRECTLY WITH THE DASH MART ICON. HAVING BOTH OPTIONS ALLOWS US TO MAXIMIZE THE BRAND ACROSS VARIOUS COMMUNICATIONS.
ANY CORPORATE BRAND LAUNCH DEMANDS THE IDENTITY SYSTEM TO LAND ON A SIGNIFICANT VARIETY OF SURFACES. FOR THE DASH MART GHOST KITCHENS ALONE, CARTS, BASKETS, AND RACKS NEEDED TO BE DEVELOPED AND BRANDED.
LOCAL, FRESH, AND RELIABLE ARE SOME OF THE MAIN POSITIONS REPRESENTING DASH MART. WE CREATED A VALUE ADD STICKER MENTALITY FOR “ADDING” VALUE TO ALL COMMUNICATIONS FROM WILD-POSTINGS TO THE SHOPPING APP.
WE WANTED TO MATCH THE FUN OF DASH MART WITH THE CORE DOOR DASH ICON SO OUR PARENT BRAND AND SUPPORTING BRAND HAD DEEPER INTERACTION.
HOW DO YOU CREATE COLORS FOR A BRAND WITH ALREADY ICONIC COLORS? YOU ADD KEY COLORS TO THAT BOTH HIGHLIGHT DASH MART AND SUPPORT THE DOOR DASH BRAND MESSAGE.
BAGGY WAS CREATED FOR VARIOUS COMMUNICATIONS TO POP UP AS A FRIENDLY FACE. SEE MORE BAGGY HERE!
THE IDENTITY SYSTEM NEEDED TO WORK IN DIGITAL COMMUNICATIONS, STORE SIGNAGE, AND ON GHOST KITCHEN WAREHOUSES.
ONE KEY ASPECT WAS TO ELEVATE THE DASHMART DELIVERY TEAM’S VISIBILITY ON THE STREET. WE DID THAT USING BRIGHT COLORS, WE ALSO PAIRED OUR CUSTOM PATTERNS AND BRANDED ELEMENTS WITH REFLECTIVE TAPE SO RIDER AND MESSAGE WILL GLOW ON THE STREET. THESE ARE PRESENTED HERE ON MAAP CYCLING APPAREL PRODUCTS.
