A full-on rebranding and platform design to complete the overhaul of Canada’s payouts pioneer.
Trolley simplifies global fund transfers to sellers, freelancers, and service providers.
Introduction
In response to the pandemic's impact on work processes, we were commissioned to fully rebrand Canada’s pioneering payouts process provider, aiming to launch it into the borderless online market.
The challenge
Revamping Payment Rails, a popular product with a large user base, posed challenges. The evolving post-pandemic global economy required streamlining payout processes. Hence, we rebranded it as Trolley, balancing familiarity and novelty while improving intuitiveness. Consistency in design and scalability were prioritized within the new design system.
Logotype
Our primary logo blends the custom Trolley wordmark with the underscore brandmark, symbolizing a platform moving things from point A to B. Clear space surrounds the logo to maximize presence, with the recommended clearance equalling the height of the letter 'e'.
Brand palette
Consistent color use is vital across all applications. The primary brand colors 'Trolley Purple' and 'Trolley Blue' ensure consistency across all communication channels.
Branding
The Trolley team tasked us with creating a new logo and visual identity to stand out in a crowded marketplace. After deep research into their background, target group, and competitors, we crafted a unique logo and color palette reflecting Trolley's core brand values. We also created brand guidelines for color mixing, typography, photography, visual elements, and logo use, ensuring a consistent brand impression.
Website
Our website design aimed to increase conversion rate and transparently highlight the app's features. We showcased actual case studies for product relatability and created over 20 unique sites for both desktop and mobile, featuring dedicated illustrations and visual components from the overhauled app.
Application
Simultaneous with the website revamp, we completely rebranded the existing Trolley app. We designed a new visual style, consistent with the new brand guidelines and compatible with the existing app structure, and prepared over 100 screens for both desktop and mobile versions. We also developed a new design system to streamline the design and future development of product screens.
Design System
A significant part of our work involved building a design system with guidelines for color palette, typography, icons, grids, and component sizing and spacing. Over 100 components in various states and variants were created, reducing development and implementation costs, and streamlining team collaboration.
Variants
We created a variety of variants and states for common components, ensuring their easy application in any project. This comprehensive approach prevents unintended or undesirable implementations.
Guidelines
Our detailed and comprehensive set of rules and guidelines includes over 100 components to ensure visual and functional consistency throughout the project implementation process.The severity of the rules makes sure the components are implemented properly, in accordance with the visual project.
Timeline
This comprehensive project involved formulating the new brand, starting with research and moodboard-based art direction, followed by design work where we established the logo, fonts, and key visuals. Using this extensive toolkit, we designed the website UI and app concurrently. The final stage involved creating marketing tools in ongoing collaboration with the client.
Discovery
Interviewing the client and extensive research into the product target group. Understanding the challenges and user perspectives. Brainstorming the right solutions.
Design
Implementing the solutions and ideas for new brand. Designing graphics for both website and app interface simultaneously. Building the design system for use in development.
Product
Developing the design system and close collaboration with coding department. Quality checking projects being implemented. Designing marketing assets for promotional purposes.
Evidence
“Working with Widelab on our rebranding and ongoing design needs has been a pleasure. They're flexible, fast, and their speed in marketing execution is their competitive advantage.”
Vincent Guérin
Trolley VP of Marketing
