Helping Passengers fly past the lines
Launching and branding the Grab/OrderAtPHL program
Grab/OrderAtPHL Branding
OVERVIEW
I have been an integral part of the Grab/OrderAtPHL rollout from its initial launch at the Philadelphia International Airport in 2019. Grab is the digital platform for travelers to order and pay for food and retail items online.
TOOLS
Adobe Illustrator, Photoshop, Premiere Pro; MailChimp
SKILLS
Graphic design; copywriting; illustration; animation
DELIVERABLES
Brand guidelines; print flyers, cards, stickers, decals, window clings, posters, banners, wall coverings; digital web banners, social media graphics, eblast graphics; video animation
CHALLENGE: IDENTIFY
Grab/OrderAtPHL needed to be a recognizable identity with eye-catching design for busy travelers at PHL.
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EXECUTION​​
I spearheaded the creation of the Grab/OrderAtPHL brand guidelines. The brand emphasizes bold colors, playful illustrations, and simple messaging. The design also seamlessly bridges the Grab parent company and the AtYourGate delivery program.
CHALLENGE: ENGAGE
Passengers need to be enticed to participate in the program.
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EXECUTION​​
To promote the platform, we created flyers, discount cards, and adhesive decals for a variety of surfaces, including table tops, chair arms, and windows to target passengers in locations convenient to them. On these materials, we incorporated the use of unique QR codes for each participating restaurant or retailer so users could search for whatever they want in fewer steps and based on their current location. We also featured promo codes to boost incentive to participate.
CHALLENGE: ADAPT
The Grab/OrderAtPHL brand needs flexibility for different audiences and service expansions.​
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EXECUTION​​​​
There are currently three main audiences for the service: passengers, airport employees, and drivers for curbside pickup. We have utilized the colors to delineate the audiences, with green primarily for passengers and outside audiences, and blue is used for employee-facing materials. Using illustrations allows for agility in execution and provides a successful umbrella as the program expands into new services and offerings.
​RESULTS
The Grab/OrderAtPHL program has had over 9,000 orders between January 2020 and January 2021. This success has allowed for the program to expand to include pick up, at-your-gate delivery, and curbside delivery, with a robotic delivery program on the horizon.
