Hobnob

How we created a brand identity for a unique travel app

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Project Type

Brand Sprint
App

Our Role

Branding
Naming
UX & UI Design

Partners

Bardo

Year

2019

Location

USA

The Project

An app for like-minded travelers to connect with each other, based on the idea that different travelers like traveling in different ways.

The Challenge

This project started from the very beginning: create a brand and the product’s concept. Then, we needed to create an app that was a safe environment to create lasting memories, go on fun adventures, and meet new people.

The challenge: Create a unique brand identity for a travel app

The Process: Brand Sprint

This was an exciting design project — we had the rare opportunity to start from scratch with the product design and branding. The client needed to define the brand’s personality, style, and objectives.


We set up a Brand Sprint to collaborate directly with the client and understand the key aspects of the product.

The Product Idea

First, we worked on the insight, the creative concept and idea, and the keywords. The main idea behind Hobnob is to connect solo travelers who are happy to travel alone but might want some company from time to time.


Having this idea clear allowed us to define the product’s tagline and move on to the brand.

Hobnob
Hobnob

Research

We began doing some research and built a moodboard on Pinterest to compare photo and illustration styles, color palettes, typographies and structures from other travel industry products.

Photography

The client didn’t want a techie brand. He wanted a minimal, editorial, and clean style that incorporated just 1 vibrant color.


Also: photos. Lots of instagrammer-like photography. The goal? Photos that get away from classic tourist pictures that show great landscapes. Hobnob’s photos needed to include diverse people from all over the world, and needed to convey the experience of traveling.

Photography

Typography

At first the client wanted a soft-on-the-eyes typography. We used remote collaboration tool Miro to gather fonts and make a selection. The winners were bold, editorial fonts and (surprise!) serif ones. That’s why we decided to go with a serif font for the header and tagline and went with an easier to read, sans serif font for the rest of the copy.

HobnobHobnob

Naming

Through a naming process focused on the familiarity that the app creates between travelers, we found Hobnob, which means “to associate familiarly.

HobnobHobnobHobnob

Onboarding Flow

We knew that a quality onboarding experience could differentiate Hobnob from all the other travel apps out there. We needed users to create a profile and find people with similar interests and trips, but we didn’t want the app to feel like a classic dating app.

Hobnob

Profile Section

Hobnob

Discover Section

Hobnob

Swipe left or right

The match

Users match based on their planned trips and answers to different questions about their preferences. Those that find other users who are a good match for their plans can send them an invitation to connect with an introduction message. The invitee can then decide whether to accept or not.

Hobnob

Send an invitation to connect

Hobnob

Messages Section

Hobnob

Decline or accept an invitation

A Safe Environment

Of course, an app that puts strangers in contact with each other needs to be safe. This is why we decided to integrate the meetups feature as well as a feedback loop so we could keep track of users' meetings and get feedback on how they went. Users can also rate users. If you meet somebody that makes you feel unsafe, you can report them and let others know so they’re aware.

Hobnob

Meetups feature

Hobnob

Decline or accept a meetup

Hobnob

Users feedback

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