Background & Challenge

• Current Beam app does not reflect a ‘space-themed’ branding style.
• How might we get the Beam app to be feel ‘branded’ to be more profitable in a new market?

Opportunity

• Physical fleet design has a different look and feel to the app
• We should double down on our Space-theme throughout our product, both online and offline
• We are trying to enter the Korea market. Is there anything we can do to update our branding?

Approach

• Research on current landscape and in new market
• Understanding KR visual and product design culture
• Propose a new look and feel based on insights

Outcome

🌐 Increase in awareness of language and cultural nuances

• With this new found knowledge when entering a new market, we can better understand with how we launch with the ‘Beam experience’ in mind.

😊 Better brand association & consistent online and offline user experience

• When we launch in cities like Korea and Taiwan, users know that we are the only purple brand in their micromobility space.
• This upgrades allow other verticals to align with our brand feel better, such as illustration, copyrighting and content creation.

Key Learning

💡 Bridging Marketing and Product was tough, but worth it.