We’re on a mission to turn little drives to greener rides, and make cities flow better for everyone.
Beam is a shared micro-mobility company that operates in 8 countries across Asia Pacific. The brand’s key purpose was to position Beam as an accessible, reliable, safe, and sustainable micro-mobility service provider.
We built a comprehensive brand strategy, strengthened Beam’s brand identity, and worked toward improving the brand experience across every possible touch points for riders, partners, and councils.
Visual Identity
Brand Playbook
As brand guardians, we protect the brand’s identity by ensuring each touchpoint is consistent and carries the brand image well. The brand guidelines serves to set the boundaries for internal teams, and external users to adhere to the foundations that have been put in place.
We developed detailed guidelines for the use of Beam’s brand mark, colours and typography.
Visual Identity
Branded Icon Design
Icons appear all around in our assets, especially in our digital platforms like the website and presentation decks, as well as some print mediums. We designed an icon style guide that was adaptable and screams Beam right from the get-go with key elements of the icons highlight in Beam’s ultraviolet.
Visual Identity & Design System
Plug and play branded isometric illustration system
We developed a customised plug and play illustration component library on Figma for scalable design that is made simple, fuss-free, for a consistent and high-quality brand experience at every touchpoint.
Check out some of the scenes created from our component library below!
We designed for social media contents across Australia, New Zealand, Malaysia, Thailand, Korea, Japan, Indonesia & Turkey.
Social presence
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First Ride Free, Australia & New Zealand
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Universal Passes, Malaysia
User Experience
Consumer Journey
Part of the strategy in enhancing Beam’s brand experience was to meet our consumers wherever they are and cater our communications specifically to their needs. We consolidated the thoughts, behaviours and pain points of the consumers to derive potential opportunities.
Based on the user’s behaviours and interactions with the Beam app, content catered to them such as rewards, referral, occassional promotions and safety communications are released to Riders through email or even push notifications.
User Experience
Printed Medias
Beyond online touch-points, design for offline touch points were key to our brand communications as well.
From launch collaterals, to promotional and tactical posters, to instructions on how to ride safe and kind, parking standees and hangtags and stickers on Beam Vehicles, to safety management in the warehouse for our internal teams, ensuring the brand was carried through across all mediums.
Branded messaging
Safety Communications
Beam’s brand goals was also to be positioned as a safe, accessible and choice micro mobility option. This not only boost consumers confidence in using our services, it is also gives the business an edge in entering new markets when councils and governments are satisfied with our communication efforts.
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City Riding Rule Guide
Website
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Road Safety Week
Campaign
Web Interface Design
Website Revamp
Refreshing the website and aligning it with the tightened visual identity, and restructuring the content and strategy to drive it towards the brand goals and to serve the various users better with localised content.
Team: Wilson Foong, Wendy Lim, Ariel Loy