— DoorDash —
Cash After Every Dash
DoorDash is cool. Dasher drivers are cool, too. So it makes total sense that DoorDash would give those Dashers a cool card with cool benefits like instant, no-fee direct deposits and cash back on gas.
The only thing DoorDash felt wasn’t that cool? The name and design of the card itself.
We began with the name. DoorDash values Dashers and wanted them to feel that love. We went wide and deep with our name exploration and ultimately landed on “Crimson” — not only a cool and premium word, but a nice conceptual tie to classic DoorDash red.
The new name inspired the new look. We took the original grey, sprinkle-covered card design and brought it to a more elevated, “Crimson-worthy” place. The design features the outline of the signature DoorDash logo, and repeats it concentrically. The lines themselves represent roads, nodding to the delivery drivers who use this card. And the color of the card? Yup, you’re way ahead of us. Crimson.
- Re-Branding
- Naming
- Identity Design
- Communication Design
The new Crimson card has become more than an attractive piece of plastic. It serves as the foundation of a new design system. Using our logo-inspired concentric shapes and elevated color palette, we created a new look, feel and voice for the Dasher card campaign.
