Branding, illustration, design, content creation
Trail is a task management app for retail and hospitality - think a smart to-do list for shops, bars, cafes and restaurants. A tech start-up with big dreams of transforming the hospitality industry, Trail already had a logo, but needed help to develop it's brand language and personality to reflect both the company culture and vision.
I worked with the team to establish new brand guidelines and a manifesto that established Trail's tone of voice, created a series of style guides to help the team write branded content, and developed a library of illustrations that could be used across marketing materials and within the app itself. We also commissioned photography and a film that featured Trail customers.
Trail helps to make operations effortless, and with hundreds of teams completing thousands of (sometimes quite tedious) daily tasks, the app needed to be a joy for them to use. From empty states to in-app messaging, the icons help to educate users in how to use the app, encourage them to complete tasks and let them know they are doing a great job. There is a slightly different style for blog posts, help articles and use on social media which can be conceptual or simply explain UI features, and a line icon style for use on the marketing website.