filld

Overview

Filld is here to take the "convenience" of a gas station and make it literal by using your smartphone to request to fill up your tank. The brand faces a disconnected user experience, a generic brand personality, and the limited amount of areas they currently service.

Problem

No matter which alternative fueling direction the automobile industry moves towards, the infrastructure will need to be completed to ensure users have options(gas or charge) and customer satisfaction. 

Creative Solution

Rebrand, improve brand communication and advertise the service using a compilation of line drawings to demonstrate why Filld is "the smart way to refuel."
Improve overall brand statement by offering a corporate program to benefit an assortment of corporate companies across San Francisco & implement the use of solar recharging stations for electric vehicles.

New Identity

A user-friendly, quick refueling company demands a memorable mark that effectively communicates service to both gas and electric vehicles all the while creating an affable brand personality. The droplet & plug united display a mark that is both light-hearted, considered, and responsible.

Type & Color

Neuzeit Grotesk, a strong bold sans serif, conveys the professional, trusting, and reliable service that FILLD provides. In contrast, I chose Ridley Grotesk, a chic light sans serif, which speaks to FILLD’S amicable aspect. The vibrant color palette was selected to represent FILLD’S energy & approachability.

Mobile App

By allowing users to skip the account commitment the app becomes easier to browse through and understand with an improved user interface and user experience. For example, incorporating transaction history, and corporate program memberships.

Brand Audit Summary

FILLD is currently located only in Silicon Valley, there is no brand recognition outside that limited area. To expand into the San Francisco market and compete with the existing 5 gas delivery companies, FILLD will expand its services to include fast-charge electric stations, corporate memberships and a menu of additional on-site options. Through ads, social media campaigns, & word of mouth, customers learn that FILLD is the smart way to refuel.

Website

I configured a website to provide supplementary support and in-depth information for the user. From corporate member benefits to single user perks, multiple avenues are highlighted for ultimate user engagement and benefit. 

Print Ads

Using simplistic line drawings for advertisements, the illustrated panels reference the friendly nature of FILLD and strongly instill the brand identity
amongst a generic market.
Each illustrated ad illudes to the story of a typical busy day in the life of a San Franciscan: running late, juggling appointments, and having little to no time to stop to refuel.