Ellen Setterfield
OUGD603 Extended Practice
Brief 3
Design Something More - Commute
The Brief and Research Design Something More, a newly formed design studio from Leeds, market themselves as a branding agency who create excellent experiences for each brief they work on. They set a brief to do just that with a fictional company chosen at random from a list of previous projects they had worked on. The company chosen was a train company. Initial research
included looking at existing train companies their individual unique selling points. Virgin Trains and East Coast had the best reviews by passengers but they were aimed at all train travellers instead of one target audience. By looking at the most common uses of a train it was determined that commuting was the most popular. It was therefore decided
that a train company should be created specifically for commuters. In order to understand what commuters want and need from a train a questionnaire was administered. The results showed that commuters want discounts and a reliable train service
that offers features such as free wifi and refreshments. By carrying out this primary research idea refinement was made considerably easier as findings were able to determine what would be considered useful to users and what would be distracting or redundant.
Ellen Setterfield
Royal Blue
OUGD603 Extended Practice
1
C - 94 M - 88 Y - 43 K - 65
Brief 3
Design Something More - Commute
commute My Travel
Live Trains
Favourites
Planner
Refreshments
Points
2
Commute
Tickets
Calendar
Stations
Offers
3
COMMUTE Development The name Commute was chosen for the train company as it best represented the concept, the name also attempts to dispel any confusion with other rail users as to what the service offers. The font Open Sans was chosen as it matched the concept and also connotes a sense of professionalism to the brand. The logo was altered to ensure that the spacing
between each letter was consistent. Many different logo ideas were created but idea 3 was chosen as the final logo for the brand as it was the most readable and legible from long distances which is important as the trains will travel at high speeds and it is important that users can identify them as they arrive at a station.
Royal blue, white and black were chosen as the colour scheme for the company and will feature on the exterior and interior of the train as well as in any print outcomes, web outcomes and train livery. This colour was chosen as it represents trust, efficiency, logic and calm. Icons created for the COMMUTE app were devised using the same guidelines
within the logo design but were inverted to stand out against the royal blue.
Ellen Setterfield
OUGD603 Extended Practice
COMMUTE Exterior COMMUTE trains will be high speed trains and therefore must be recognisable to passengers as they pull into large stations. The trains must also stand alone amongst other rival companies. By using white trains with the trademark royal blue a sense of luxury is represented. It is important that the trains used are of a top quality and also are new
enough to hold the gadgets intended to be inside the cabin. Users should feel as if they are entering an aeroplane for an executive journey as the price of tickets will also reflect that.
Brief 3
Design Something More - Commute
Ellen Setterfield
OUGD603 Extended Practice
Authorised signature
Mr George Morgan exp: 07/16 no: 15794367
157943 6 7
The COMMUTEcard The COMMUTEcard was designed after a conversation with a regular commuter. Inspired by other rail-cards in circulation this card is created for Commute passengers to collect points for travelling on Commute trains and earn freebies and discounts on journeys.
The card will be available to regular passengers for a small fee of ÂŁ30 per year. The purpose of the card is to encourage commuters to use the Commute service instead of other companies.
Brief 3
Design Something More - Commute
Ellen Setterfield
OUGD603 Extended Practice
Brief 3
Train Interior The interior of the train is tailored to improve the experience for commuters on trains. Each seat is made of leather for extra comfort and each passenger is given a power source and USB port.
Other features include: - Extra storage space underneath seats - Table for each passenger - Electric blinds - TV Screen for each passenger with news channels - Control panel within each arm rest to control screen & blinds
- iPad and projection room for multiple passengers to review presentations/pitches
Design Something More - Commute
Ellen Setterfield
OUGD603 Extended Practice
Commute App An app was created to work alongside the Commute trains and enhance each passengers experience by allowing them to control certain aspects of their journey. The app gives users a detailed view at their journey and notifies them if their journey will affected in any way. The app can also be used as a ticket to reduce paper waste and allow users to
bypass ticket queues. Along with the Commute card points are stored within the app, users can use their points to redeem freebies whilst on the train and also upgrade to first class. By creating this app users are given the sense of control over their journey which aims to reduce the stress of commuting to and from work.
Brief 3
Design Something More - Commute