OUGD602 / PPP3 / DBA / Hyperloop / Conclusion

We presented our vision of Hyperloop to the DBA chaps today. We decided the presentation would be more streamlined with just myself and Alec doing the talking. With four speakers you can run the risk of crossing wires and diluting the story of the brand.

Our presentation went swimmingly, with DBA praising our calm delivery, matching the calm and collected tone of our brand. Personally, I found it challenging and rewarding to present to Creative Directors and felt confident enough in our brand to stand up and just talk it through.

Our brand and presentation went down really well with the CD's, who praised a couple of things in particular:

• The simplicity and clarity within early slides
• The setting of the scene of the near future
• Our tone of voice and choice to go with purely written slides if needed
• Colour choice and decision making behind this
• Skeuomorphic ticketing design
• Strong typographic choices and reasoning behind this

There were a couple of definite things that the DBA guys were not keen on:

• The icons and way-finding system
• The website homepage and its' 'real' imagery
• App icon looking like a 'hernia'

All of these less successful parts of our brand came from compromises within the group. The whole project has been a rewarding struggle, dealing with 4 creative people and trying to get a cohesive outcome out of everything!

All in all I am really happy with the majority of our outcome and feel that we struck a really nice story and angle. Despite this, I agreed with all of the negative feedback, feeling that we should have been more curative in what was and wasn't telling the right story for the brand.