Arity
Building a brand to power all your mobility data.
Arity is data and transportation start-up within Allstate that powers mobility solutions. Their mission is to help their transportation partners build telematic connections by collecting billions of miles of driving data. Their solutions leverage driving data and predictive analytics to achieve a single goal: making transportation smarter, safer, and more useful for everyone.
My role as the lead digital designer for this "start-up" was to create an experience and brand offering that told a compelling story about who Arity is and what their unique capabilities are. We focused on helping the brand to evolve its business from a newcomer in the predictive analytics space, into a leader in mobility solutions. The brand needed to tell a distinct story that differentiated Arity’s value proposition and made their business capabilities to solve specific client pain points a central character in their unique offering.
The foundation for all our designs rested on the brand framework that defined Arity and their intellectual property. We wanted to use this framework to craft the narrative of what differentiates Arity and find an emotional appeal that would resonate with the core audience. Before we could start to create the visual identity that would represent the brand, we needed to understand Arity’s business goals and conduct research on the market and its target audience.
Creating the brand framework.
Connecting the dots.
After we conducted our research and testing to understand the broader picture of data and behaviors that make up the customer experience, we created a custom design system to tell that story visually. The experience and visual design needed to support a variety of Arity's marketing, sales, and product efforts, so we needed to be thoughtful in the creation of the marketing collateral and have a system that applied to animation, motion, video, promotional, recruiting, content marketing, and thought leadership needs.
Therefore the custom design and digital ecosystem was a collection of brand, visual, UX, and technical standards built into a central content management system the internal Arity team could use to create and publish high-quality, consistent experiences quickly.
A custom design system.
Understanding we would need a custom technology stack, I worked closely with the development and technology teams in two-week agile sprints to create a design system that would meet all the Allstate security needs as well as have the flexibility the product and marketing teams needed when self-publishing content.
The building blocks of a foundational visual language.
The atomic design model we used allowed for the Elements to be the foundation of the visual language and contained the critical building blocks for the look and feel of the Arity brand. I created documentation that outlined the guidelines for the use of Color, Typography, Iconography, and Space, defined these classes and reusable variables with my technology partners. This collaboration between technology and design allowed us to create a consistent, BEM model, so all our classes and styles would align in the code and build phases of the project.
Putting it all together.
All the Modules combine to create a Template. After a Template is published, it becomes a Page that is live in the production environment. All the Templates we created had a hierarchy based on their content type and narrative. Although we did limit the hero to be the defining characteristic for the Template, the rest of the Components and Modules were entirely up to the marketing to reuse and reconfigure.
