In May 2023 I joined CAFU’s Growth Team to focus on low cost initiatives to help CAFU grow their customers. Part of this responsibility was to oversee the creative coming out of our CRM team.
The imagery used was flat vector illustrations of our assets - the infamous CAFU fuel truck, our Pilots and their bikes. While this may have served a purpose 2-3 years ago it was beginning to look tired and dated.
On top of this the vectors were not easily editable or adaptable and made creating new and exciting designs a long winded process. I took it upon myself to address this by proposing a new set of 3D assets to be utilized across paid media, as well as the brand new CAFU 2.0 app.
WHY?
- Elevate the look and feel of the CAFU brand inline with 2.0 launch
- Streamline creation of future assets
- Open up opportunities to explore more dynamic motion and animated elements
- Provide better visual unity between app, web and paid media.
ROLES
Design and 3D modeling: George Evans & Marcus Matossian
Environment and Animation: George Evans & Abhishek Bhoite
DEVELOPING OUR STYLE
Midjourney helped provide valuable inspiration for the icons. The focus was on simple imagery, typically staged in an isometric view and with enough detail to be viewed at larger scale for web and paid media.
OUR ICONS
Our icons were used across multiple touch points within the app. Their primary usage is to properly illustrate each of CAFU's offerings within the service launcher.
App Service Launcher
"Bring your vehicle outside" (Modelling: George Evans, Animation: Abhishek Bhoite)