Ono Rides
Category
Branding, Motion, UI/Web
Year
2024
App and campaign addressing the ongoing battle against impaired driving
Project Description
ONO Rides is a conceptual mobile app designed as a modern solution to address the ongoing issue of impaired driving. The app integrates with participating establishments, offering users a transportation option included with their drink tab — effectively eliminating the monetary hesitation often associated with choosing a safe ride home. ONO operates in two key phases: first, it acts as an intermediary between the user and the venue, calculating drink purchases ensuring they cover the cost of the ride; second, it corresponds the user with an ONO driver, providing a reliable and convenient way to get home safely.
Strategy
The primary target audience for the app and campaign consists of adults aged 21–34 — the demographic most likely to drive after the consumption of alcohol in Canada. This group frequently engages in social drinking and often faces the decision between paying for a ride or using their own vehicle.
ONO addresses this dilemma, triggered by the fluctuating ride-share costs, directly influencing individuals to drive despite alcohol consumption. The integration of transportation into the drinking experience, ONO aims to shift its user’s behaviors and promote safer choices through thoughtful design and strategic engagement.
Solution
The branding for ONO strikes a balance between simplicity and playfulness, presenting a different approach to a long-standing issue. Rather than reiterating the well-known message that drinking and driving is dangerous, the campaign shifts the narrative — from a warning to a solution. By using humor and a light-hearted tone, it attracts its audience without undermining the seriousness of the topic.
Project Insights
This project was inspired by having people in my life who were severely affected losing someone to an impaired driving incident. With such a long-standing issue, that is still relevant today, there aren’t many attempts to develop new solutions explicitly targeting impaired driving using current technologies.
Through my explorations in this project I strengthened my skillset of creating a cohesive brand, especially a tech-forward brand. I also discovered an deep appreciation in using motion design to bring static assets alive, while maintaining a visual harmony with the rest of the brand.