The practice of "slugging," which originated in Washington, D.C., is a grassroots solution to transit congestion. Drivers pick up extra passengers at bus stops, allowing them to qualify for HOV Express Lanes and avoid tolls. In turn, passengers enjoy a faster commute at no cost. Although the term "slugging" initially referred to the use of "slugs" or fake coins, it has since become a recognized name for this mutually beneficial transit practice. AEM Corporation, along with the Department of Transportation, sought to expand this unique carpool culture to other metro areas as a way to reduce traffic congestion.
Our primary challenge was to rebrand "slugging" in a way that preserved its community-driven roots while making casual carpooling more appealing and modern. To expand the practice to new regions, we needed to overcome preconceived notions about carpooling, while encouraging adoption in cities unfamiliar with the concept. Working alongside AEM Corporation, we aimed to create a brand that would inspire a sense of community and freedom, attracting new users and drivers to the service.
We began by diving deep into market research and competitive analysis, seeking to understand the culture and ethos behind casual carpooling. Despite constraints such as limited direct interaction with the target audience and regulatory conditions, we leveraged client insights, existing research, and our own exploration of "slugging" norms. Our findings emphasized the target audience’s emotional and rational needs, centering on autonomy, convenience, and community—a desire for freedom without sacrificing connection.
The brand promise, "Make your way together," captured the essence of shared commutes and community. We developed the name OTTER, drawing inspiration from the social and navigational behavior of the aquatic mammal, symbolizing agility and cooperation. The visual identity, featuring an otter and the letter 'O,' utilized fluid lines to convey movement, flexibility, and ease—perfectly encapsulating the brand's essence.
Our creative work extended beyond branding into product UX, design, UI, and mobile app development. We envisioned how the traditional practice of "slugging" could evolve into a sleek, user-friendly mobile app, offering a familiar yet fresh experience akin to leading platforms like Uber or Google Maps. The goal was to ensure the platform was intuitive and accessible, transforming slugging into a scalable, modern solution that could thrive across multiple cities.
Understanding the nuances of carpool culture and the motivations of users was essential to the success of Otter’s rebranding. Government projects can present unique hurdles, but our strategic partnership with AEM allowed us to navigate these complexities effectively. Through our innovative ideation, strategic design, and comprehensive execution, we transformed a grassroots transit practice into a modern, scalable service. The Otter project demonstrated our ability to craft a cohesive brand experience—from naming and messaging to visual design and digital development—showcasing our strength in uniting strategy, creativity, and technology.
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