Whee is a ride sharing application by Google in association with it’s Self-Driving car project, now a company named Waymo. 

It’s an autonomous ride sharing application. 

Google has is an extremely established brand and that’s why there is a certain level of trust involved with Google. Waymo is relatively a lesser known brand name due to it’s recent formation but has the autonomous vehicle technology in place. 

Hence a Google-Waymo collaboration would be an ideal collaboration as the product will be an in-house Google service. 

The branding will be a Google service because of the perceived trust involved with Google as a brand. 

The service Whee will be a blend of Google’s trust with playfulness as well as joy which is inherent in Google and Waymo as a brand. 

The words describing Whee would be 

“Fun”, “Safe”, “Playful” and “State-of-the -art”.

The marketing strategy designed is based on a sarcastic yet funny personality. To add an element of playfulness in the brand.   

Presentation

I was playing around with Waymo branding and spinning off a name as Ways from it. The S was basically an inverted Z. 

After getting feedback on the Wayz idea, I scrapped it and went back to looking for a suitable name. Whee was the name I picked in this phase.

I wanted the logo to have a sense of flow and easy to it. With the addition of something "fun" and "crazy"; being demonstrated with the small curve attaching the individual letters in the logo, as well as in the W standalone logo.   

I switched to a cursive typeface as the varela round type with the added curve was looking very fake and forced. The cursive type gave a flow to logo which i was looking for in addition to the joining curves denoting some part of the joy. The period was added to bring balance to the logo.
The W - (alt mark) and also the app icon was intended to be simple representation of the brand as a whole.
The marketing campaign was thought of in this iteration. Giving the brand a sarcastic and playful personality.

After the design critique, I decided to change the W logo slightly by changing the angle of the W for it to end "going up" and it vaguely resembles an intertwined road as well as a joy ride (amusement park) feel to it.
I removed the period and replaced with an ! mark. It added value as it also looks like "wheel". 

 

Shared & Solo rides storyboards