We refreshed SpotHero’s brand experience to honor the existing brand equity while bringing company values and value storytelling to the forefront. The clean, updated system feels calm (to communicate product ease-of-use), relatable, reliable, and friendly (to communicate the enjoyment of the experience). The new system employs imagery that exudes confidence, effectiveness, and the emotional reward of the app’s convenience.

For the refresh, we explored the entire spectrum—from minute changes, all the way to a complete rebrand. To touch on the brand attributes, we experimented with typography, iconography, and underwent an extensive mark exploration. This eventually led us to a gallant and bold approach that shined a light onto the consumer as the hero.

Because of SpotHero’s established brand recognition, our goal was to pare down the literal storytelling of primary imagery in the existing brand, the car and geotag. This allows the brand story to unfold in the app itself.

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