Digital redesign for the Howard Hughes Medical Institute, aligning research and education under a clear, accessible website.
Hired motorcycles are called bodas in Uganda and are a primary means of transport. Motorcycles accounted for 75% of accidents on the roads (2013 statistics). Motorcycles are the main mode of transportation for people as they are affordable and fast.
Often drivers are untrained and move recklessly on the road. The objective was to create a brand system that reflects caution and safety in movement, as well as increase recognition and inspire trust in the company. Together with the Safe Body team we worked on designing a visual system that conveys a sense of safety and vigilance on the road. Neon orange and reflective silver are highly visible colors that give passengers a feeling of comfort and security as they travel.
SCOPEBranding, UX/UI design, product design, visual system refinement
RoleArt Director
Concept development
UX/UI design
Presentation
Visual system development
Design collaboration and QA
SafeBODA TeamMaxime DIeudonné,
Alastair Sussock,
Nathan Siegel,
Katrina Connelly
The typeface, Bryant, designed by Eric Olson, is open, friendly and consistent. The character set used is slightly edited to have more structure. The logo shows protection in movement from one destination to the next. Numbers on the backs of helmets and motorcycles connect passengers to Safe Boda’s vetted drivers for verification through an app.
