Creating a new brand out of the shadow of Apple
Pearl, a startup founded by ex-Apple co-founders, was made up of about 70% ex-Apple employees. While our philosophy followed many of Apple’s, we were also excited about creating our own DNA by defining our own way of creating high-quality consumer technology. The co-founders were gear-heads and decided to apply the skills they gained working on iPhone and iPod to the automative industry.
We thought of our first product as the beginning of an ecosystem, one where customers could trust us to augment their automobiles with newer technology for safer and easier driving. Our goal was to bring state-of-the-art sensor technology to the aftermarket, allowing customers to outfit their existing cars with tech that would make their cars fully autonomous.
And building a brand for a company that was technically advanced and consumer-friendly was no easy task. The process started with establishing core attributes about the company and its goals.
Brand Foundation
Purpose
To make the car experience better.
Audience
Urban and suburban, tech-friendly people who are motivated to improve their car experience.
Value
Functionally, a smoother, seamless, more in-control experience with your car.
Emotionally, relief from the frustrations and inconveniences that used to cloud the car experience.
Promise
Life with your car made better by beautiful experiences.
Brand Attributes
Bright
We see the world through rose-colored lenses. We depict things positively and colorfully.
Effortless
We are intentioned and intentionally simple. We want to bring you clarity.
Grounded
We earn people’s trust through sincerity, we speak candidly, and we don’t do things for show.
Clever
We’re street smart and quick witted, and our upbeat confidence puts people at ease
We needed to emphasize ease of installation, approachability, and visual simplicity.
Clear visuals, ample negative space, and succinct language all major contributing characteristics of the new brand.
