Building and launching the Ohi brand through curiosity and exploration
Identity + Website View live website
Ohi is a tech fulfilment startup offering same-day delivery for ecommerce brands. Ohi’s technology platform provides real-time inventory visibility and order routing so sellers can forward position stock closest to urban demand.
Smaller brands struggle to compete with Amazon, so the same-day delivery option at checkout gives them a competitive advantage by boosting conversion rate. In order to frame this proposition and clearly differentiate from competitors, Ohi asked me to help with their identity and brand strategy.
Because Ohi does things differently in the ecommerce space, I built the brand around curiosity and exploration to stand out; and infused this mission into everything. I applied this language to all the company’s touch points, including identity, advertising, social and platform.
A confident and playful identity
Crafting a strong, differentiated brand begins with the identity as its foundation. Drawing inspiration from Ohi’s vision of ecommerce, I created an icon that symbolised its three sided marketplace; warehousing, gig marketplace and fulfilment technology.
Leveraging experience design to deliver brand strategy
Congruent web experiences contain continuous elements which complement one another. The web experience was designed so that every element carried the brand strategy.
Colour was used to personify brand character, product displays connected users to product experience and custom graphics illustrated the speed of same day delivery.
Driving click rate by adding delight at every touch point
To frame Ohi’s offering, the web pages showcased unique attributes of the technology to drive customer engagement. Highlighting press editorials were utilised for authority and social proof.
As part of the new identity, I created guidelines that defined the standards for Ohi’s communications, logo and personality. The guidelines helped to unify brand messaging across all channels, and enabled the team to seamlessly execute new marketing materials.