Sirca started with an idea. A new navigation app that allowed users the ability to easily search for and plan stops along their route, without disrupting the directions to their final destination. Our task was to create an elegant yet simple navigation brand from start to finish; while also fully defining and designing their app, website, and technology. The messaging was simple: to give people the flexibility to make a stop, for whatever they need, along the way.
As the production designer on this project, my main task was the website design. The idea behind the website was to tell the story of Sirca with the flow of the page as you scroll. In the end, the vistor would fully understand the brand and was able to download the app from whatever device they are visiting on.
Sirca differentiates from big-name competitors by taking a bright, colorful and relatable design approach. We tested various color palettes under different lighting conditions to ensure it was attractive and easy to comprehend in any situation, any time of the day.
Included in my scope of work, I was tasked with production design and updates to the brand book and app. The very talented Brett Beynon was the lead designer who created this logo and brand system. I was able to sit beside and learn from him about ways to tell a story through the website as well as the brand book.
To ensure each stage of the app experience is delightful and easy to follow, we focused on strong typography to establish hierarchy and a direct user flow. By also using language that is friendly and casual, two simple questions, “Where ya headed?” and “Need to make a stop?”, we gave Sirca a distinct voice that is practical and adds to the experience.