Sideways started off as an app that acts as a tour guide and comprehensive wine farm directory for the Western Cape province of South Africa, with plans to extend its reach.
After an initial launch, we revamped Sideways into an online booking site for curated wine tours, rather utilising the app as a companion to the experience. This turned out to be a lot more profitable and garnered more attention; we effectively distanced Sideways from other popular wine directories like Vivino — even though we were a lot more comprehensive on a local scale 😉 — and became the port of call for South African viticultural experiences.
With Sideways (the name pays respect to the proper way of storing corked wine, alternative ways of exploring the winelands and references the wine culture represented in the popular wine tour film, Sideways) you’ll never struggle to find information for wine farms or any activities around them. Don’t know what to look for? Our featured lists curated by celebrities and professionals – both local and international – will provide the right inspiration for your tours. It’s the wine aficionado buddy that lives in your pocket!
I made the branding for Sideways, and was involved in it from start to finish, having crafted the identity guidelines, the UX and UI for the app, marketing and social collateral for digital and print media (including photography), business cards, iconography and elements for the new website.
Below are the icons I designed for the app. They’ve since been expanded on and adapted for use in the online booking site. I really like them.
I really enjoyed translating the Sideways brand for print ads. Circular as a typeface lends itself really well to simple, confident statements.
This is probably not the last to come of this project. Stay tuned for future updates to the site and the company itself.
The identity came from the simple idea of crossing the street, of bridging a gap, of connecting. Spoiler alert: it’s a pedestrian crossing.
We wanted to facilitate a new kind of exposure for design, art and architecture, and hoped to make it a bit more commonplace, less removed from those outside of it. We painted the building with a map of Cape Town and its surrounds.
We decided to officially launch the museum with an exhibition that celebrates the inspiring art, design and architecture of Cape Town, the creative capital. The launch was brought alive by a great attendance, wine, food trucks and a surprise visit from The Nomadic Orchestra, serenading us late into the night.
Running for only 5 months out of a suggested 12, we packed up the Street Museum of Design. Our lack of funding and creative differences with our collaborators made the upkeep of the museum all but unmanageable. It was an exciting endeavour I am proud to have tackled, but a project of this magnitude needs a clearer focus from the get-go — a valuable lesson learned for next time!