Creating a new urban mobility category
Born out of Airbus’ Silicon Valley innovation center, Voom is on a journey to create a new category of travel: Using the air to move around congested cities. With current operations in Latin America, Voom needed a brand strategy and experience to make traveling by helicopter relevant to business travelers.
We conducted dozens of in-depth interviews with business travelers on elevators, during plane rides, on taxi cabs, and online to understand their needs and pain points. During that time, we uncovered a key insight: business travelers want to get the most out of their time, but there are too many unknowns and obstacles in their way. Urban traffic is seen as an incredible waste of time, a source of anxiety, and creates limitations on their busy schedules.
Based on this insight, we developed Voom’s purpose-based brand strategy along with a set of principles to guide experience design – making it seamless, dependable, human and pragmatic. The strategy also defined the key messages to accelerate customer acquisition and retention at key stages of the experience. With a strategy in place, we created a new wordmark and visual system that highlighted the role of “Seamless Connector” that Voom plays in business life.
The new brand strategy and expression were first shared internally to inspire, generate excitement and prepare the organization for global expansion. It was then integrated into Voom’s website, mobile app and experience to support Voom’s official launch in the San Francisco Bay Area. It marked the beginning of a new chapter of growth for Voom, driving strong, clear relevance by anchoring on a key insight.
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