Freelance Project
January 2024
Rally
Turning strategy into a scalable brand identity for a new digital dining solution.
Rally is a digital dining solution by App8, created to streamline ordering experiences across restaurants and venues. In this 6-week branding sprint, I developed a full brand identity and design system for Rally and its two product lines — Rally Eats and Rally Suites. The challenge was to create a modular system that felt distinct yet connected, ensuring consistency with App8’s corporate brand while allowing room for future scalability and evolution.
Role: Lead Brand Designer
Timeline: January - February 2024
Brand Positioning
Creative Direction
Logo/Identity
Graphic Design
Typography
The Process
I led the project as Brand Designer, working closely with stakeholders to define Rally’s positioning and identity system. My approach included:
Research & Discovery: benchmarking competitors and mapping visual opportunities.
Brand Positioning: clarifying how Rally differentiates itself while staying connected to App8.
Identity Development: designing the Rally logo, defining typography, color, and iconography.
Modular System Design: creating a flexible structure that allows Rally Eats and Rally Suites to feel like part of the same family, yet distinct in their own right.
The Bullhorn
The image of a bullhorn is a nod to the vibrant, energetic environments of stadiums and sporting venues. The bullhorn symbolizes not just the announcement of orders but also represents Rally as a herald of convenience and unity in food ordering.
Converging Paths
The strokes used to create the Rally logo are more than just design elements; they represent the various paths of different food orders. Like the converging lines, Rally brings together multiple orders from different restaurants, unifying them into a single, cohesive delivery system.
Product Variants
The duplication of the bullhorn structure in the logo signifies the different services under the Rally umbrella - Rally Square and Rally Dispatch. This subtle yet effective differentiation ensures brand coherence across your services while maintaining a unified brand identity.
User Centric
The design illustrates how all services and orders paths converge towards one central point - the user. This user-centric design philosophy mirrors Rally’s commitment to providing a seamless and user-friendly ordering experience.
The Solution
The result was a comprehensive brand identity system that balances corporate alignment with product flexibility. Rally’s new look and feel conveys confidence, clarity, and adaptability — positioning the brand as a forward-looking solution for digital dining.
The Impact:
Delivered a full brand rollout package in just 6 weeks, enabling Rally to launch on time.
Created a scalable system that supports future product expansion.
Improved brand clarity across internal and external communications.
Equipped the client with practical assets and guidelines to maintain consistency post-launch.
