DiDi is the main ride-hailing app in China with over 550 million riders. I worked as the sole designer on DiDi English team to design the illustration library for the marketing campaign DiDi Saturday - the biggest annual promotion event.
Project goal
Inform users about the automatic 25% discount on all rides every Saturday as an incentive to encourage riders to choose DiDi over other transportation, and over time build user habit, increase app usage, and drive profit.
My role
Conduct user interviews to collect feedback on the design explorations. Design the campaign logo and marketing assets for both the in-app experience (splash screen, pop-up modal, banner) and social media material (YouTube / Facebook / Website banner).
Design requirements
campaign logo, campaign key visuals, create a visual library for different marketing channel
After a few jam sessions, we narrowed down the campaign name to DiDi Day, DiDi Saturday, and DiDi Super Day for its simplicity and incorporated DiDi for more exposure.
Campaign Logo explorations
In one day, I tried sketches of as many explorations as possible to help the team visualize how the three names would look and feel.
I chose orange as the main colour as: