Shift a core brand idea to drive growth
MapQuest I Shift a core brand idea to drive growth
The ambition was huge: modernize the brand, attract a new customer base and inspire internal teams to rethink and reinvent the future of online maps and directions.
Careful research of the target audience and the industry landscape led to the brand idea of making maps simple, intelligent and alive. The new strategic direction focused less on directions and more on local discovery. In partnership with Senior Designer Christian Butte, the job included creating the brand idea, positioning, logo identity and user interface design.
The new brand identity now works to inspire and focus product development and engineering teams to invent new offers. Since it’s launch, MapQuest has successfully migrated over 52 million users to the new design interface and MapQuest’s parent company, AOL has made local discovery a top priority across all AOL properties.