Motory - Brand and car marketplace for Saudi Arabia
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One brand for a Saudi car marketplace, on the web and in the apps.
Motory
Brand, website and apps, 2017
About the project
Motory is an online car marketplace in Saudi Arabia and part of the Abdul Latif Jameel group. It started in 2011 as a used-car site for car financing and grew into a brand for the whole Saudi car market. From October 2016 to April 2018 we reviewed the old site, refreshed the logo, drew an Arabic wordmark, and redesigned the portal and the iOS and Android apps in English and Arabic.
Project
Motory Brand and Portal
Industry
Automotive Marketplace
Location
Saudi Arabia
Date
2016-2018
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Client Request
Motory asked us to redesign its website and its iOS and Android apps while keeping the identity the brand already had.
Motory
Redesign proposal, October 2016
Design Pillars
Core UX Principles
The home page opens with a search by make and model, with tabs for used cars, new cars, offers and dealers.
The site and apps were designed in both languages, with Arabic screens laid out right to left under the موتري wordmark.
Our brand guide set Motory’s voice as friendly, humble and honest, like a 25-year-old you can trust.
Discovery
Finding Motory’s Personality
A Regular Guy Archetype
Our brand personality guide placed Motory as the Regular Guy: contemporary, energetic and approachable.
Buyers, Sellers and Dealers
Market research and proto-personas covered the three groups who use the marketplace.
Passion, Quality, Dedication
Motory’s three values, set next to its vision of becoming the main digital destination for cars in the MENA region.
The Challenge
Problem Statement
The Main Goal: One Gateway for Every Car Task
Motory covers used cars, lease transfers, auctions, new car prices, financing, offers, dealers and news. The redesign had to fit all of it into one clear structure, in English and right-to-left Arabic, on desktop, iPad, mobile and two native apps, while keeping the identity Motory already had.
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Your Gateway to the Automotive World.
Motory Slogan
Brand personality guide, 2017
Our Approach
Solution
A Refreshed Brand Across Web and Apps
A UX review, a brand personality guide, a refreshed logo, an Arabic wordmark and stationery, then every web page for desktop, iPad and mobile and the iOS and Android apps, in English and Arabic. It is an example of our Website Design work.
01 - Brand
A refreshed MOTORY wordmark with a red mark in the M, a matching موتري wordmark and stationery in both languages.
02 - Web Portal
Home, used and new car listings, car pages with bids and finance forms, dealers, sell your car, news and more.
03 - iOS and Android Apps
Walkthrough, search and filters, sell-your-car steps, bids, finance applications and My Ads, in English and Arabic.
Before & After
The Blueprint & Evolution
Old Site to New Portal
We redesigned the home page with a car search at the top and the latest listings below it.
Before: the old motory.com home page, November 2016.
After: the new English home page, May 2017.
Design
Key Features
Sell Your Car
Sellers add photos, pick the make and model, set a price and post the ad from the website or the app.
Lease Transfers and Auctions
Listings show whether a car is for sale, for lease transfer or on auction, with bids and finance tags on each card.
Design System
Visual Identity
Bilingual Type
An uppercase MOTORY wordmark paired with a new Arabic موتري wordmark, drawn to sit together in one lockup.
Color Palette
Navy #384256 and red #FF002B from the logo, with a bright blue for buttons and links in the UI.
Icons and Illustrations
Walkthrough scenes with the Saudi flag, Kingdom Centre and palms, a Riyadh skyline for the 404 page, service icons and the app icon.
Impact
One Identity From Logo to App
Results for Motory
Motory got one identity across its logo, stationery, website and apps, with every screen designed in English and Arabic between 2016 and 2018.
Motory
Result
By the Numbers
2 Languages
English and right-to-left Arabic for the website and the apps.
5 Platforms
Desktop, iPad and mobile web, plus native iOS and Android apps.
2 Wordmarks
MOTORY and موتري, in one lockup with the slogan.
Exploration
The Logo Journey
From Options to One Pair
Our logo decks in January 2017 tried several directions on stationery mockups, including rounded lowercase versions. Motory chose to keep its uppercase wordmark with a red mark in the M, and we drew the Arabic wordmark to match. You can see some of the results below.
Final Showcase
The Motory Brand and Portal
