The brief
Dashers are the delivery drivers on the DoorDash platform, and the most vital part of the DoorDash customer experience. They are the main intermediary between DoorDash, the merchant and the consumer. However with as important as they are to the business, many of these delivery drivers struggle financially. They are often dashing to make up the gaps in their budget or work toward expenses they need. Beyond captivating our main brand attributes of human, helpful and vibrant, our main goal is to develop a brand system that empowers the Dasher, heroically representing that with DoorDash they can achieve the life they want.
Brand System
Our brand uses an angled dash as a framing device to house imagery and also create a feeling of overlapping movement. Always at a six degree tilt, the dash is always moving forward with an upward sense of optimism. Bold typography with highlights of the DoorDash brand color serve up hard hitting messaging that speaks to the Dasher in a concise, focused tone. Our color palette offers a nice range of warm tones, creating a sense of hope.
Visual identity
We created a detailed set of brand guidelines to help guide our internal and agency partners as they created large sets of assets for the campaign. These guidelines spanned across strategy, copy guidance, typography, color, photography and practical applications across all media touch points in the funnel.
Photography
We collaborated with photographer Dave Hill to capture the sense of heroism, movement, and texture needed for this brand. Our camera angles capture the empowerment that DoorDash offers Dashers. We shoot from unexpected angles, behind the shoulder and sometimes using low and wide shots that elevate or heroize the focal point. In every shot, the Dasher is clearly the central focus. We cast a range of ages, body types and demographics to show the diversity of all of our dashers. Dashers have various ages and personalities and we express that through our wardrobe. Delightful textures and accessories add layers, creating a style that's comfortable and refreshingly authentic. We use natural lighting wherever possible. Bright scenes to captivate a sense of optimism. Lighting should be bright, medium/hard, and directional lighting for a radiant glow.
