The Tyre Collective - Hitch
Creating an awareness campaign for the tyre pollution problem
Product Identity ︎ Campaign Design
Creating an awareness campaign for the tyre pollution problem
Product Identity ︎ Campaign Design
Introduction
The Tyre Collective is a startup that was nominated for a James Dyson Award for their new product which contributes to the microplastic cleanup.
This case study shows how we created a product and campaign identity for a brand new type of product that shows businesses and consumers a new side to microplastic pollution.
The outcome was a new advertising campaign that The Tyre Collective could use to show TFL the advantages of using their product, and being first to do so.
The Tyre Collective is a startup that was nominated for a James Dyson Award for their new product which contributes to the microplastic cleanup.
This case study shows how we created a product and campaign identity for a brand new type of product that shows businesses and consumers a new side to microplastic pollution.
The outcome was a new advertising campaign that The Tyre Collective could use to show TFL the advantages of using their product, and being first to do so.
The Team
4x Designers
My Role
As part of a team of 4 designers, I assisted in all areas, from research to prototyping and user testing, to final identity and campaign design. I stayed in strong collaboration with all team members throughout the project.
4x Designers
My Role
As part of a team of 4 designers, I assisted in all areas, from research to prototyping and user testing, to final identity and campaign design. I stayed in strong collaboration with all team members throughout the project.
The Problem
The Tyre Collective need a new product identity for a brand new type of product.
The type of product has never been on the market before, requiring new copy to describe the product as well as striking visual material that will help businesses or consumers get on board with the idea of using it.
The Tyre Collective need a new product identity for a brand new type of product.
The type of product has never been on the market before, requiring new copy to describe the product as well as striking visual material that will help businesses or consumers get on board with the idea of using it.
Target User
To provide a focus on this project and our goal, we targeted Transport For London, their passengers and passersby in London to ensure B2B2C marketing.
To provide a focus on this project and our goal, we targeted Transport For London, their passengers and passersby in London to ensure B2B2C marketing.
Project Overview
In this project we created a product identity and campaign materials that drew on a narrative of how impactful tyre tread wear is in our consumption systems. These materials could be shown at public and local transport summits and also to TFL’s audience.
Hitch. A microplastic collector that utilises electrostatic capturing technology to spearhead the cleanup of tyre pollution.
In this project we created a product identity and campaign materials that drew on a narrative of how impactful tyre tread wear is in our consumption systems. These materials could be shown at public and local transport summits and also to TFL’s audience.
Transport summits
Promotional material showcasing Hitch at transport summits, showing how TFL or The Tyre Collective could showcase their product to other businesses.
Promotional material showcasing Hitch at transport summits, showing how TFL or The Tyre Collective could showcase their product to other businesses.
Bus Transit Graphics
Transit graphics that shows The Tyre Collective in partnership with TFL shown to passengers to help highlight the issue.
Transit graphics that shows The Tyre Collective in partnership with TFL shown to passengers to help highlight the issue.
Bus Stop graphics
The graphics on the bus stops showcase how Hitch is being used on TFL buses, with halftone dots being used to convey a protection of our airways and reduction of microplastic emissions which helps establish connection to the consumer.
The graphics on the bus stops showcase how Hitch is being used on TFL buses, with halftone dots being used to convey a protection of our airways and reduction of microplastic emissions which helps establish connection to the consumer.
Process
We started the project with a workshop facilitated by Dyson with a focus on copywriting as this was the first product of it’s class, using technology that hasn’t existed before. During the workshop we came up with 6 key parts of copy that enabled a clearer focus on the product identity and route we would take.
Writing copy
Establishing the name of product, technology name and class of product were all key aspects of copywriting.
We decided on ‘Hitch’ as it can be hitched on to a wheel.
We decided on ‘Hitch’ as it can be hitched on to a wheel.
Stakeholder Testing
Shown to stakeholders vis a vis, so that we could receive realtime feedback. As a team we took notes and analysed the results.
Shown to stakeholders vis a vis, so that we could receive realtime feedback. As a team we took notes and analysed the results.
“There needs to be a narrative involved, the product alone is just another product, but the problem it solves is incredibly interesting.”
“The claim is too generic, it’s short and snappy which is nice but feels too vague to capture any audience.”
Insight 1
We need to focus on how many microplastics we consume “1 credit card every 5 days” for example, give people something tangible to visualise how impactful the issue really is.
Insight 2
We needed to find a business or customer to focus on to make our claim specific to them, rather than generalising and targeting nobody.
We need to focus on how many microplastics we consume “1 credit card every 5 days” for example, give people something tangible to visualise how impactful the issue really is.
Insight 2
We needed to find a business or customer to focus on to make our claim specific to them, rather than generalising and targeting nobody.
Market Research
We investigated the top 3 delivery companies in the UK as they contribute to some of the highest mileage on the roads and are big contributors of microplastic due to fleet sizes.
We investigated the top 3 delivery companies in the UK as they contribute to some of the highest mileage on the roads and are big contributors of microplastic due to fleet sizes.
This is where we found TFL as a potential business to target as well. With TFL’s currently available advertising methods we can reach a much larger audience.
We found that without installing the product on their buses, TFL will not hit 4 out of 5 goals in their sustainability report.
We also found out: TFL produce over 4,000 tonnes of microplastic per year.
Diverge
After finalising TFL as our target and with some statistics we could use to visualise towards a larger audience, we went away to come up with individual design directions with the intention to come back and collaborate and develop a better solution
After finalising TFL as our target and with some statistics we could use to visualise towards a larger audience, we went away to come up with individual design directions with the intention to come back and collaborate and develop a better solution
Halftone Imagery
My initial design direction utilised ‘specks’ to symbolise the microplastic being omnipresent in our consumption systems
My initial design direction utilised ‘specks’ to symbolise the microplastic being omnipresent in our consumption systems
Type and Image Composition
I applied the imagery to the research and stakeholder insights we gathered, and created a narrative of consumption of microplastics in the form of wheelie bins with the average person consuming 2 wheelie bins per year from microplastics.
I applied the imagery to the research and stakeholder insights we gathered, and created a narrative of consumption of microplastics in the form of wheelie bins with the average person consuming 2 wheelie bins per year from microplastics.
Converge
On meeting back up with the team, it was discussed that whilst my designs were visually striking, they were not applicable over a large range of media to pitch towards the client. We chose a mix of two other designers work with my copy and design narrative.
On meeting back up with the team, it was discussed that whilst my designs were visually striking, they were not applicable over a large range of media to pitch towards the client. We chose a mix of two other designers work with my copy and design narrative.
Stakeholder Testing
On testing the designs with stakeholders it was decided that the storytelling and messaging were great, but the visual messaging was unclear as to indicate the problem/product.
From here we reverted back to my initial proposal.
On testing the designs with stakeholders it was decided that the storytelling and messaging were great, but the visual messaging was unclear as to indicate the problem/product.
From here we reverted back to my initial proposal.
Product Render
Whilst other team members were working on the developed direction, I was tasked to make a 3D render of the product, using Blender, for use on posters and roll-up style banners.
Whilst other team members were working on the developed direction, I was tasked to make a 3D render of the product, using Blender, for use on posters and roll-up style banners.
Roll-up Banner
The roll-up banner looks really professional, but we weren’t sure if it was needed and the client was confused where it would be applied.
The use of the product render was scrapped.
The roll-up banner looks really professional, but we weren’t sure if it was needed and the client was confused where it would be applied.
The use of the product render was scrapped.
Result
All that was left to do after this stage was produce visualisations that could be offloaded and shown to the client. The Tyre Collective loved our designs and felt using TFL as a target audience was bang on the money. They were impressed with our collaboration and professional practice throughout.
1. Design a product identity that highlights the microplastic problem with tyre tread in an engaging way
2. Capture a real life market that has a use for this product using engaging materials and narrative
All that was left to do after this stage was produce visualisations that could be offloaded and shown to the client. The Tyre Collective loved our designs and felt using TFL as a target audience was bang on the money. They were impressed with our collaboration and professional practice throughout.
Goals Met
1. Design a product identity that highlights the microplastic problem with tyre tread in an engaging way
2. Capture a real life market that has a use for this product using engaging materials and narrative
Reflection
Whilst it can be tough to agree on how a project should proceed, initially we tried to combine all styles to give everyone a piece that they’ve contributed to. However this is the wrong way to approach direction and design in general, there should always be an objective reason as to why something is chosen, using random colours and imagery because they look cool or trendy shouldn’t be how it was done in the first place. I know this now and will use it throughout my practice as a designer.
Design should always serve an objective purpose.
Whilst it can be tough to agree on how a project should proceed, initially we tried to combine all styles to give everyone a piece that they’ve contributed to. However this is the wrong way to approach direction and design in general, there should always be an objective reason as to why something is chosen, using random colours and imagery because they look cool or trendy shouldn’t be how it was done in the first place. I know this now and will use it throughout my practice as a designer.