This is for the “website embodying the principles”. There will be an interactive element for each principle that demonstrates each one.

Visceral: Will be a skitz sensory overload.

WordPress has altered the colours here significantly but this is the beginnings of my logo rebrand

Similarly to how reflective works. This one is also dependant on the stories. Instead of coming from the stories however, the anthropomorphic creates the stories. Anthropomorphism means to have humanistic characteristics. Humans all have strong empathy skills and over thousands of years of evolution have developed the ability to interpret subtle facial expressions and body language. This skill applies to but only humans but we can read emotions in animals and inanimate objects. Anthropomorphic design takes advantage of our human empathy skills and encourages the bond between inanimate object and user. This can be made through visually creating the product to have human features or implying them through language used and associations between places and other objects.

For this section I’m not going to focus on something that I don’t really specialise in the Industrial design of the product so I’m focusing on what aspects of the product functionality I can have some sort of impact over. For this I have designed a low cost dock that can sit in large car park, much like how we have disability parking, the micromobility parks will be close to the entrance as a reward for using a sustainable mode of transport.

I will go in to better detail and try to better visualise this. Obviously all my offerings will have to be in this same cohesive style of my website.

Beginning to give Onzo a rebrand. The name I think should stay the same because the challenge for me is to save Onzo and not change it.

I would however, like to change the name because I don’t think Onzo sounds like a kiwi company despite having the NZ in the middle. I think something far more abstract that can represent the company’s morals would be far more appropriate because the subconscious reads into logos far more than the conscious brain does. If we looked at logos and consciously thought about them then everyone would know that Onzo is a New Zealand company.

But as I said earlier I’m not going to change the name because I think it is important for the integrity of the project to do with what I’ve got.

Here begins some Onzo doodlings. I’m thinking about anthropomorphism and really trying to emphasise the NZ in the logo and bringing out the fact that the logo is a bike aswell.

Brand ethos and the stories it wants to portray

Here outlines a new focus that the company shall centre it’s branding around. All outputs from this point on will be environmentally oriented and focusing on the freedom that a bike can give its rider. Enabling new experiences.

As examples of my principles in action I will relate them back to Onzo bikes.

Visceral: I’m going to give Onzo bikes a rebrand. Keeping name the same I will change the logo, the colour-scheme and the visual motifs of the brand.

Behavioural: This is ease of use so for the purpose of this I will speculate what hubs will look like and a better performing app experience.

Reflective: The brand ethos and the stories the company portray. The perceptions the consumer has of the company from what they are given such as collateral, advertisements, are they pro-environment? This should all come from the brand ethos. I’m going to give the company brand-values, goals and visually manifest them in an ad campaign.

Anthropomorphic: The language that the Onzo system uses needs to change to give the bikes life and emotions. For example, instead of “take the bike for a ride” change it to “take the bike for exercise”. Personifying the object opens consumers to believing the product has sentience.

Personal: Onzo needs to increase the time spent with an individual bike. For this, the business model needs to change allowing for interactions to span years. This will allow consumers to notice the bike ageing. If not, similar things like tracking overall distance cycled or carbon offsetted will make the experience personal to each individual user.

Two-Way: This is the user investment, like a two-way dialogue. The user will contribute to the product by maintaining it. Perhaps a user manual or a maintenance repair kit. The app will also include a forum that allows people to submit wholesome activities to do with their Onzo and open discussions around maintenance, repair, circular economy, and environmental best practices.