2. Assignment One, Research
“The Deal With the Hyperloop”
https://waitbutwhy.com/2015/06/hyperloop.html
The Future of Transportation Yiao Pan
3. “The capsule would whiz from LA to
San Francisco in only 35 minutes”
The Future of Transportation Yiao Pan
https://waitbutwhy.com/2015/06/hyperloop.html
Assignment One, Research
4. “The result would be the lowest energy cost per
passenger in history to get people from LA to SF.”
The Future of Transportation Yiao Pan
https://waitbutwhy.com/2015/06/hyperloop.html
Assignment One, Research
5. “They’re a glimpse of what we could
do... reminding us of what’s possible.”
The Future of Transportation Yiao Pan
https://waitbutwhy.com/2015/06/hyperloop.html
Assignment One, Research
6. • A new mode for transport:
• Faster & Cheaper than cars or planes
• Sustainably green & weather-immune
• Safer and more convenient
The Future of Transportation Yiao Pan
Assignment One, Future Product or Service
https://waitbutwhy.com/2015/06/hyperloop.html
7. Source for Brand Character Words
Macklemore
https://www.rollingstone.com/music/music-news/why-macklemore-risked-it-all-for-white-
privilege-ii-235951/
The Future of Transportation Yiao Pan
8. Naming Process
• Selected words from original post:
• Safe, Sustainable, Glimpse, New Mode
• Green, Whiz, Convenient, Capsule
• WhizCap (created by tweaking Whiz+ Capsule)
• SafeWhiz (created by tweaking Safe+ Whiz)
• NewMo (created by tweaking New Mode)
The Future of Transportation Yiao Pan
9. Final Name/Service Name
• Selected name: “Safe Whiz”
• Highlights two important characteristics
• Emphasizes: safety and quickness
The Future of Transportation Yiao Pan
11. Brand Character Diagram
The Future of Transportation Yiao Pan
Persona
Tone
Comfortable
Quick
Bold
Different
Liberation
Smooth
Progress
Green
Lifestyle
Purpose
Safe Whiz
Fly
Budget
Cruising
Language
