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Simpl

Simpl · Brand, website and app

One brand for renting a car and looking after it

I designed the brand, the website and the app for Simpl, a Bulgarian company that rents new cars for one monthly payment and looks after them through its Simpl Assistant app.

The work runs from a new mark and a twenty-page brand book to the website, the app, social covers and print. The site is live at simpl.bg and links the app for Android and iOS.

Role
Designer — brand, website, app and print
Scope
Identity, brand book, website, app, social and print
Platforms
Web at 1920 and 375 · iOS and Android
Status
Website and app launched
The Simpl homepage's first screen: the SIMPL logo and navigation, the headline “Избери пътя към свободата”, a calculator for car price with VAT, deposit, term and yearly mileage with the monthly rent and a Rent button, and a blue saloon on a strip of road
Design file: the homepage's first screen. The desktop figures are the file's placeholders.

01 · The project

The project

Simpl offers new cars on long-term rental, priced by the month. Its app, Simpl Assistant, sells the care that comes with a car — tyre changes, the annual technical inspection, damage claims — and sends an assistant to collect the car and bring it back.

The design file keeps each channel on its own page: the logo and its lockups, the website at 1920 and 375, the app with its store listings, the brand book, social covers and advert sizes, and the print.

The earlier Simpl logo: the lowercase name with a violet dot for the i, inside a gradient ring open on the left
Before
The new Simpl logo
After
Before: the ring mark on the earlier website, the print and the app's splash screen. After: the S mark, on the website and the app's advertising.

02 · Design decisions

Design decisions

  1. 01

    One mark, with a label for each service

    The new mark is a white S with a dot at its shoulder, inside a rounded square that runs from violet to teal, beside the SIMPL wordmark in a deep ink purple. Each part of the business adds its name on a pill in the same gradient: Drive for the rental website, Assistant for the app.

    The file also draws Ready 2 Go, and a square and a wide version of every lockup. The earlier print, such as the desk calendar and the spiral notebook, carried the ring mark it replaced, with the line "Having a car made SIMPL".

    The Simpl mark: a white S with a dot at its shoulder, inside a rounded square that runs from violet to teal, beside the SIMPL wordmark in deep purple
    The mark
    The Simpl Drive lockup: the same mark with DRIVE set in white on a violet-to-teal pill above the wordmark
    Drive · the rental site
    The Simpl Assistant lockup: the same mark with ASSISTANT set in white on a violet-to-teal pill under the wordmark
    Assistant · the app
    The earlier print under the ring mark: a pyramid desk calendar with the ring logo and contacts on one face and “Having a car made SIMPL” with a car on the other, and a spiral notebook with the same line on its cover

    Design file · The mark, with Drive from the 375 homepage and Assistant from the app's advert. Below, the desk calendar and notebook under the ring mark.

  2. 02

    The monthly rent comes before the car

    The homepage opens on a calculator: the car's price with VAT, the deposit, the term and the yearly mileage, each a field with a slider, and the monthly rent beside them with one Rent button. The most popular offers follow it.

    On a phone the four inputs stack at full width, with the rent and the button underneath. The English version keeps the same order, with the currency written as BGN.

    The homepage at 375: the Simpl Drive lockup, then the calculator — car price with VAT 45 000 лв., deposit 35%, term 36 months and yearly mileage 15 000 km, each a field with a slider — and the monthly rent, 452 лв., over a Rent button
    Bulgarian · 375
    The same calculator in English, tilted as the file presents it: car price (including VAT) 45 000 BGN, deposit 35%, lease term 36 months, annual mileage 15 000 km, and 452 BGN monthly rent over a Rent now button
    English · the file’s mockup

    Design file · The calculator at 375, in Bulgarian and in English. The desktop version is the first screen at the top of this page.

  3. 03

    A year of care, or a single visit

    An order in Simpl Assistant starts with the two yearly packages — Flex at 189 лв. and Comfort at 289 лв. — and lists single services under them, such as a tyre change at 69 лв. and the annual technical inspection. The cart repeats what the package promises and that it is valid for twelve months, beside the price and a quantity stepper.

    What was bought then shows up twice: as a balance — three tyre changes and one inspection left — and as a list of orders, each marked paid or cancelled.

    The order's first step on Android: the Flex package at 189 лв. and Comfort at 289 лв., each with a photograph, then single services — a tyre change at 69 лв. and the annual technical inspection — with the total and a Continue button at the foot
    Order · step 1
    The cart: the Comfort package with its promise and “valid for 12 months”, a quantity stepper, 289 лв., and a Pay button
    Cart · step 2
    The services screen on iOS: tyre change, 3 available; annual technical inspection, 1 available
    What is left
    The orders list on iOS: two tyre-change orders marked cancelled at 69 лв. and one marked paid at 58.80 лв., each with its date, time and number of services
    Orders

    App capture with a test account · The order's first two steps on Android; the balance and the orders on iOS.

  4. 04

    The assistant comes for the car

    A visit is booked as a five-step request that ends on a summary: the service, the car with its plate, the pickup date and time, and where the assistant collects the car and where it goes back.

    Once booked, the request names the assistant. The handover protocols for the pickup and the return appear in it, each marked signed with its time, and any extra cost arrives as its own line, waiting for the customer's decision.

    Step two of a request: a row of dates with 5 October chosen, and the pickup time, 12:30, under a note that an assistant will come for the car in the chosen slot
    Date and pickup time
    The last step, the summary: the service, the car — Mercedes-Benz 190 Class, plate CA1234CX — the pickup date and time, where the car is collected and where it is returned, and a Confirm button
    Summary · step 5
    The request's time and place: pickup at 12:00 and return at 13:20 at an address, then the assistant assigned to it, with a test name, phone number and email
    The assistant
    The handover protocols: collecting the car and returning it, each marked signed with its time, and below them an additional cost of 280 лв. awaiting the customer's decision
    Handover protocols

    App capture with a test account · The request on iOS, in the file's device frames.

  5. 05

    Print that sells what the app sells

    The Simpl Assistant brochure prices the same two packages as the app — Comfort with five services for 289 лв., Flex with three of the customer's choice for 189 лв. — and any single service at 69 лв. Inside, a QR code sits beside four steps: download the app, add the car, choose a service, leave the car to an assistant.

    The YouTube channel takes the mark alone as its avatar, and its art puts the rental offer in one line: "Ползвай колата като услуга!" — use the car as a service.

    The Simpl Assistant brochure as a print mockup: the cover and back with the Assistant lockup, the app's home screen and a QR code; inside, the Comfort package at 289 лв. and the Flex package at 189 лв., the single services at 69 лв., and four steps beside a QR code
    The SIMPL Bulgaria YouTube channel: the channel art with the SIMPL lockup, contact icons and “Ползвай колата като услуга!” beside a white SUV and violet arcs, and the S mark as the round avatar

    Design file · The brochure, as the file's print mockup, and the file's mockup of the YouTube channel.

03 · What I delivered

What I delivered

A new mark with lockups for Simpl, Drive, Assistant and Ready 2 Go; a twenty-page brand book; the website at 1920 and 375, from the homepage and vehicle pages to services, FAQ, blog and contact; the Simpl Assistant app with its splash screen and store listings; covers for four social networks, newsletter headers and advert sizes; and print, from a desk calendar to an A5 flyer.

04 · What I would revisit

What I would revisit

The calculator says that the car's price includes VAT but not whether the monthly rent does — on the desktop, on the phone and in English — and the live calculator still reads the same way. A company that can reclaim VAT and a private customer who cannot read that figure differently, so I would put "with VAT" beside the rent itself, in the same form as the price label.

Project note

The pictures are the design file's own: exports of the website, print mockups, and captures of the app with a test account. The live site at simpl.bg carries this design, with its prices now in euro.

05 · Explore the system

Explore the system

Ink purple carries the wordmark and the text; a violet-to-teal gradient carries the mark, the labels and the main buttons, on a cool near-white ground.

Colour and typography4 colours
Violet
#8200BAThe gradient's start, at the mark's lower corner. 7.90:1 on white, and white on it reads the same.
Teal
#0AC4C6The gradient's end. 2.16:1 on white, so it carries fills only. The white Rent label sits across the gradient: 6.32:1 at its left end, 3.84:1 at its right — above the 3:1 bar for large text, below 4.5:1.
Ground
#F9FAFCThe page ground behind the calculator card and the offers.
  • Ink#2C1746The wordmark, headings and body text. 15.93:1 on white.

Hex values read from the homepage and 375 exports in the design file, both lossless; the gradient's ends are read at the corners of the mark. Ratios measured against white.

Contact

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