SUMMON
Brand Identity and Service Concept
During a two-week live brief collaboration with the local design agency 383, I created a concept for an electric car leasing service. This service was intended to be a sister company of Arrival, an emerging international electric car company based in the UK.
The concept included designing the brand elements such as the company name, tone of voice, logo, service infrastructure, and method of operation. After completing the development of the brand components, I proceeded to implement the concept across various platforms, including the website, app, and advertisements.
The SUMMON logo I designed was distinct and took inspiration from Arrival's logo, integrating the geometric, black-and-white style that Arrival is known for, but kept its uniqueness. Additionally, I included Arrival's 'asterisk' symbol as a visual device, effectively tying the new brand back to its sister company. The pitch for the concept was then delivered to 383 for their review and feedback.
SUMMON Logo
Arrival logo for reference
SUMMON logo rationale and colour palette
SUMMON logo on Arrival electric car
SUMMON landing page
The journey planner close-up: It utilises SUMMON AI to handle all logistical planning, ensuring a seamless travel experience. By automating transportation, accommodations, charging, and activities, users can fully immerse themselves in the experience and enjoy their journey without any stress.
SUMMON logo formation concepts for a motion graphic
