The Indiana Jones of E-commerce
In 2018, Evan Walker, CEO of RouteApp, invited me to create a unique brand experience blending tech with art. Inspired by Indiana Jones and Disney World's immersive feel, I crafted a distinct visual identity to elevate RouteApp’s presence in tech.
Strategy.
Thematic Foundation: Inspired by the idea of ‘e-commerce Indiana Jones,’ I established a visual narrative that blended adventure with technology. This theme became the backbone of our brand identity.
Visual Language Development: I designed a rich graphic metaphor that integrated photography and illustration, utilizing expressive humanistic paint strokes, vibrant colors, and textured layers. This approach aimed to evoke a sense of exploration and creativity.
Design System Creation: I built a comprehensive design system that supported hundreds of assets across various platforms. This system was flexible and scalable, ensuring consistency in branding across all touchpoints.
Execution.
Illustration & Graphics Library: I built a flexible library of illustrations and graphics that fits our design style and works well in app UI, marketing, presentations, and events.
Cross-Department Collaboration: I worked closely with internal teams and agencies to integrate the new brand identity throughout RouteApp, ensuring consistent and accessible design across all departments.
User-Centric Design: I focused on user feedback to enhance usability, designing an interface that guides users intuitively through route management tasks.
Experiential Branding: I conceptualized immersive, Disney-inspired event installations, including pop-ups and interactive demos, to bring the brand narrative to life.
Results:
User Growth: Achieved a 150% increase in user acquisition in the first year.
Engagement & Retention: Doubled engagement metrics, with a 40% improvement in retention over two years.
Brand Recognition: Industry publications highlighted the unique identity, positioning RouteApp as a logistics tech leader.
Cross-Channel Consistency: Established a cohesive brand experience across platforms, boosting user trust and loyalty.
In just the first 2 1⁄2 years of business, Route became a $1B+ company (“unicorn” status), working with over 10,000 15,000 merchants and 50 million customers in over 190 countries. It is one of the most downloaded shopping apps in the App store.