Had a really good session with the guys this morning, focusing on conceptual aspects of the Hyperloop brand. We did a SWOT analysis ( Strengths, Weaknesses, Opportunities and Threats ) of Hyperloop as a cultural and technological innovation.
We decided the strengths were what need to be emphasised (obviously) and the threats and weaknesses needed to be played down / reassured about.
The strength of Hyperloop is its ability to shrink the world, bringing distant places so close together! We need to try and visualise this.
I mocked up some gifs and stills quickly to emphasise some points we'd mentioned, taking in tubes, movement, blur and speed. The colours have come from some research we're doing into the Graphic Design within Spike Jonze's Her, which uses soft palettes and humanistic flourishes to bring comfort into a hugely computerised world.
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