Camina Lab
We partnered with Camina Lab, a new mobility startup and seed accelerator dedicated to developing sustainable transport solutions for the future of the cities.
They are a team of entrepreneurs, developers, and data scientists implementing their expertise toward transportation, energy, and urban development.
We helped them develop a consistent, strong brand and digital presence in line with their values and that speaks directly to their target audience.
Defining a strong foundation for all aspects of the brand
We researched the values and behaviors of Millennial entrepreneurs, who are the target audience for Camina Lab. The results helped us define guiding strategies that deeply influenced the brand.
We then defined the brand values, which influence not just the logo, but also aspects such as copywriting, colors, typography, image selection, icons, and illustrations. Consistency across these elements is crucial to becoming a recognizable brand people love.
Finding our edge
We conducted a thorough analysis of the competitors to approach the brand from a completely different angle. We distilled two key visual guidelines that shape the final design:
Avoid the color green. Green is predominantly used by leading companies in this sector. As a disruptive startup, we want to break away from established norms.
Steer clear of plant or sprout references in the logo. Although this concept may seem fitting due to its association with "seed accelerators," it has become overly utilized in the industry, leading to a loss of uniqueness.
The brand that digital, mobility entrepreneurs love
All the visual elements, from the logo letterforms to the color palette and images are aligned with the brand and its values.
The logo is based on stencil letterforms, the type of letters used on road markings, establishing a direct link to the mobility sector. Despite being a stencil, this unique typeface stands out for having rounded forms that endow it with a kinder, warmer character.
After our initial competitor analysis, it was clear that we would not use the color green. Instead, we created a palette with strong contrast. The use of intense yellow and asphalt black is inspired by the painted signs on the street. Not only that but in color psychology, the yellow+black combination is the one our brain notices first, that’s why it’s used in danger signs and can be the perfect match to increase brand recognizability.
The images are as important as the logo and color palette. The carefully selected photography and the set of custom icons differentiate the brand from competitors relying on standard assets.
Building a strong online presence
The website is responsive and can be visited from any device. The content on the website celebrates Camina Lab's mission and values. It also works as a place to list all the projects under the brand and news about the mobility sector.
The Instagram feed of Camina Lab helps build a strong online presence and its content is carefully targeted to millennials.
Towards the future of urban mobility
A brand becomes recognizable by being consistent over time. We developed a comprehensive set of guidelines to ensure Camina Lab maintains its consistency across various formats, devices, and mediums. This helps the company make a strong impression with every interaction with its users.
With a distinct brand and a strong online presence, Camina Lab is positioned to become a differentiated company in the mobility sector.
To produce amazing results, you need a partner you can trust.
This project is the result of a powerful collaboration between our client's vision and industry knowledge and our design expertise.
If you're looking for a design partner, contact us and let’s create something amazing together.
