Bringing Drone Delivery Down to Earth
The future of drone delivery delayed due to inclement branding
In 2012, Wing was conceived inside Google Labs. Since then, Wing's drones have completed over 450,000 fast, convenient, eco-friendly residential deliveries on three continents.
With plans to enter new markets across the United States and expand partnerships with DoorDash and Walmart, Wing wanted awareness to soar. The only problem was that the brand and web experience appeared interminably grounded.
Elevating the brand's positioning with a new flight path
Market research showed that customers were open to considering drone delivery for future purchases. Why not now? Initially, we suspected that customers were wary of the technology. So, we developed a series of 3D product animations to help demystify the drone and make it more approachable.
Curiously, even with greater familiarity with the technology, customers remained indifferent to drone delivery in the present. So, we shifted the hypothesis. It wasn't the technology that needed to be demystified. It was the purpose. In a world of same-day delivery, speed and convenience are already table stakes. Customers simply didn't understand the situations when drone delivery made all the difference.
Laying the foundation for a new storytelling launchpad
You worked late, but slept through your alarm, and now there's no time to brew or pick up coffee. How do you get your caffeine fix in THAT moment?
To humanize our product, Wing needed to be more than just another fast and convenient delivery service. It was vital to contextualize the moments when the IMMEDIACY and DIRECTNESS of drone delivery made all the difference to a customer's peace of mind.
Custom GFX for Gaming Narrative
Spreading our wings with Wing.com
Bokeh partnered with our friends at Study Hall to bring it all to life online. With a new color palette and refreshed illustration system, our redesign for Wing.com connects the dots between the brand's promise, purpose, and product. Whether you are a tech enthusiast or a busy family, Wing wants everyone to see themselves using drone delivery. As for prospective partners, Wing demonstrates how adaptable and simple it can be to integrate drone delivery into your business.
To the people who cleared us for landing
Nicole Schiffer Schone, Maria Silvanskaya, Nick Busscher, Alexander Zvada, Yoojin Rhee, Jacob Demmitt, Vicky Sangriu, Alex Sheyn, Dariush Aghai, Matt Yerman, Justin Kielbasa, Monica Reimold, Kayla Ylagan, Scott Erdiakoff, Héctor García, Austin Maddox, Ian Graetzer, Mortaza Amiri, Andrew Butte, Dakota Adney.