project book prototype 3

Investing on the American Commuter: Launching Schwinn’s Alternative Vehicular Enterprise

Today, the American commuter is faced with conflict on every step of the way. Americans are suffering from chronic dependence on oil, both foreign and domestic, for their everyday commutes. Automobile traffic is has increased to the point of over saturation, causing serious environmental hazards. Along with the dangers to the environment, the commuter’s health is also affected both physically and mentally due to the increasing number of automobiles on the

road. Traffic is a leading cause of stress in the human populations. Also, the number of obese and overweight Americans is rising every year.

These are issues that can be combated with a smart means of transportation. With the American consumer in mind, the Schwinn Bicycle Company is offering a system of public transportation that provides Americans with the freedom of choice. Schwinn’s Alternative Vehicular Enterprise (SAVE) is a system of public

transportation in urban areas, it is made possible through bicycle sharing and rental stations located throughout cities in America. SAVE, provides the commuter with an alternative source of transportation that complements other public systems such as public buses or subways.

SAVE offers the commuter an opportunity to be healthy and environmentally friendly through a sustainable and ethical transportation practice.

Schwinn’s vision of a progressive

means of transportation, free of oil dependency and capable to provide efficient transportation in urban areas, will be transmitted to the consumer through different media approaches including print, billboard, interactive and grassroots campaigns. The campaigns will benefit from both local and nationwide coverage, all in the effort to motivate the consumer into making a positive change through SAVE.

Change is a compelling force that every man and woman are bound to encounter on a daily basis.

Change affects everyone without preference or discrimination; its altering presence is evident on both, the individual and the community.

“When man invented the bicycle he reached the peak of his attainments. Here was a machine of precision and balance for the convenience of man. And (unlike subsequent inventions for man’s convenience) the more he used it, the fitter his body became. Here, for once, was a product of man’s brain that was entirely beneficial to those who used it, and of no harm or irritation to others. ~Elizabeth West, Hovel in the Hills

For many, unable to reconcile and accept it, change may be catastrophic and negative, bringing about disorder and pain.

However, compelling and powerful, change can also be a seed of opportunity, an invitation to progress.

It provides men, women and communities a chance to evaluate what is of significance in life and how to ensure that protection is being supplied to that which is of great value.

Valuable assets in life for people and communities include freedom, environment and human longevity. The American commuter now faces challenges that jeopardize these valuable assets.

Transportation is heavily dependent on foreign and domestic gasoline, causing traumatic effects on the environment. Additional to American oil dependency, the increase of traffic density causes unnecessary stress to drivers and pedestrians. Due to routine constrains, accessibility to exercising programs and activities for the American commuter are limited; with transportation that involves little physical activity, the lack of fitness

awareness within the American commuter is increasingly prevalent. With the preservation of the previous assets in mind and the pressing force of change taking harbor in the area of transportation in America, progress is calling for healthy and practical transportation initiatives. The answer to the call of progress comes by a long trusted name, Schwinn bicycles. Along with its father company Dorel, the iconic American bicycle manufacturer is interested in providing the American population with an alternative to the standard methods of mass commuting. Schwinn Alternative Vehicular Enterprise, S.A.V.E. is a system of bicycle rental stations to be spread throughout urban areas with the objective of providing everyday commuters an alternative to automobile use. SAVE will serve as a means

of mass transportation that complements that of public buses or subways, empowering the commuter to travel local distances without the hassles of automobile traffic, at a higher speed and coverage than a standard pedestrian.

SAVE is a key factor in the emancipation from gasoline dependence additionally building a progressive environmentally conscious mentality amongst the American commuter.

SAVE also presents the American commuter the alternative to include a health and fitness opportunity into any routine.

Furthermore SAVE increases human interaction promoting closer exposure to businesses in the area as well as fellow commuters.

Taking advantage of public means of advertising, including Billboards, interactive media and print ads, SAVE will be able to reach a wide range of

commuters and motivate them to make a shift to smarter public commuting.

Schwinn Bicycles is a company with a long history in the American bicycle market. It was the city of Chicago where the Schwinn Bicycle Company was founded. It was a partnership between Ignaz Schwinn and Adolph Arnold, made in the year 1895 (Schwinn, 2010). Since the beginning, the Schwinn Company has had a reputation for innovation and quality in every product. Its long trajectory has witnessed many milestones along the way. In 1899, the first man to ever reach a speed of 60 miles per hour in a vehicle did so riding a Schwinn bicycle (Schwinn, 2010). In 1925, despite the pressure of the great depression in the 20’s, the company managed to stay afloat while developing highly tech-

nological products for the time, such as bicycle mudguards (Schwinn, 2010).

Later developments include the introduction of the “fore wheel” brake in 1930, the first in-home workout machine in 1965 and the “Airdyne” stationary bike in 1978 (Schwinn, 2010). Along with its technological milestones,

the company has also seen turbulent times. Having achieved an impeccable reputation throughout for quite some time, Schwinn’s management failed to recognize the longevity of the mountain bike trend that started in 1985 (Schwinn, 2010). This was a mistake that would lead

the company into bankruptcy in the year 1993.

In the same year the company changed its management and one year later it moved it’s factory from Chicago to Denver, Colorado (Schwinn, 2010).

The move was purposely made in order to learn and expose the company to the mountain bike culture.

Schwinn’s main focus had shifted to fitness equipment (Schwinn, 2010). In 2001, facing bankruptcy one more time, the Schwinn Bicycle brand was purchased by the Pacific Cycle Company and the change allowed Schwinn to make some structural changes, which better prepared the brand for the new millennia. The Schwinn brand had another opportunity to strengthen internally when in 2004 Dorel Industries, a Canadian company, purchased its parent company Pacific Cycle (Schwinn, 2010).

Today, Schwinn is focusing its campaign efforts into promoting the bicycle as an alternative to automotive transportation. Once again Schwinn is making news headlines with development of the “Tailwind,” an electric bicycle that has won the reputation for being the fastest charging bicycle in the world. In addition to the “Tailwind,” the company was awarded the Eurobike gold award for innovative design in September for the “Vestige,” the first bicycle made from flax fiber (Schwinn, 2010).

Schwinn is committed to providing products of sustainable design and production, as part of environment friendly practices.

The SAVE brand is taking a proactive initiative that invests in the future of the United States by means of a sustainable alternative to public transportation.

By offering a product and service that empowers

the commuter to easily include a healthy activity into his or her routine, the program directly tackles issues of overweight and obesity due to lack of exercise and unhealthy habits.

Considering a study made

by Gallup-Healthways Well-Being Index, which reported that in 2009, 63.1% of adults in the U.S

were either overweight or obese (Hendrick, 2010).

The number will most likely increase by the end of 2010. After all, the 2009 figure showed an increase from the 62.2% found in the 2008 study.

The report also shows that “18.3 of young Americans are obese, compared to 27.6% between

ages 30-44 and 30.6% among 45- to 64-yearolds” (Hendrick, 2010), also showing that “Men are more likely than women to be obese, 27.8% compared to 25.2%” (Hendrick, 2010). Men and women, young and old are all affected by the lack of exercise in their lives. SAVE is a program with a strong potential to inform and provide

Americans of all ages an easily attainable source of fitness.

By reducing the number of automobiles on the road due to the implementation of SAVE stations throughout city grids, the streets will be less saturated with automobiles. Such changes will lower the stress levels on automobile drivers. According to Richard Eden of the UK’s Telegraph newspaper, “Getting stuck in a traffic jam is the biggest cause of everyday stress”(Eden, 2002). The benefit of SAVE over traffic stress extends itself from drivers to the actual road.

Streets are only capable of handling so much pressure from the weight of automobiles. Areas of high traffic density suffer from heavy stress, resulting on frequent road maintenance, which can prove to be quite expensive. Steve Bauer of the News Gazette informs that city officials countrywide are proposing an increase in local gas taxes, to supply for the high cost of road maintenance (Bauer 2010). The implementation of SAVE will reduce the number of vehicles, thus increasing the durability of the roads. Additional to these benefits, the consumption of gasoline for automotive transportation will also be showing decrease. “Currently, 70 percent of the oil the US consumes goes directly into our transportation system highlighting the environmental impact America’s transportation infrastructure has, be it planes, trains or recreational vehicles” (Singh, 2010). The use of a public bicycle trans-

portation system is just another way America will be dropping its voracious gas consumption habits. For SAVE to take effect as a supplementary mode of public transportation, it will need to thoroughly cover urban areas for the commuters ease. If properly supported SAVE could reduce the use of automobiles for local commuting,which will reduce the consumption of gasoline in urban areas, allowing cities and people to allocate those funds for other uses.

Schwinn is an American icon. Since the company’s inception in 1895; its product has been researched, developed and tested with the American commuter in mind. Such commitment has taken the company to new heights, developing products full of innovation, always caring for the rider’s safety and enjoyment, thus improving their quality of life. The SAVE brand will offer a service that provides Schwinn an opportunity to excel and innovate, taking the joy of bicycle riding into a platform of mass public transportation. It will be directly beneficial to all Americans in one way or another. America needs an iconic cycling company to lead the transportation industry into a future of sustainable practices that focus on human values. What could be better than a privately owned company with over a hundred years of service and experience in the bicycle industry. Change is inevitable, SAVE as well as all other international organizations of its kind, are just one of the first steps into a pro-

gressive endeavor to find efficient, responsible and ecological methods of collective and private transportation. The objectives of the SAVE brand are to provide commuters an alternative service of public transportation as well as to raise awareness of Schwinn bicycles and products in the minds of the consumer.

The client:

Under its parent company Dorel Industries inc. the Schwinn Bicycle Company is a major manufacturer of bicycles, cycling gear and fitness equipment, reaching both national and international markets. Schwinn’s commitment to quality and innovation has been a company standard since its early beginnings.

Objective:

Propel the Schwinn brand to a new marketing horizon with a service that provides commuters a leading alternative service of public transportation that is innovative, safe and convenient. This campaign will focus its creative efforts in rising awareness of the Schwinn Alternative Vehicular Enterprise, SAVE in the everyday life of urban American Commuters.

Audience:

The SAVE campaign will target the American commuters of dense urban areas, such as Chicago, New York City or Miami. Appealing to both men and women, from ages 13 – 65, people who are physically capable to safely operate a bicycle.

A service like SAVE is helpful to people from all backgrounds, students and professionals. Also reaching out to people in favor of environmental responsibility, who may or may not own a car.

These individuals may also communicate via social media and are capable to navigate through the internet.

Strategy:

Unique selling proposition SAVE offers a revolutionary yet simple vehicle of public transportation in congested areas. Most unique point is that SAVE offers Schwinn an opportunity to expand its reach to the public transportation market, while maintaining its key product, the bicycle. Currently no other bicycle company offers a service comparable to SAVE. Besides the advantages provided to the Schwinn brand, the commuter is also positively affected by the features of the SAVE brand. SAVE provides efficient transportation without heavy traffic or parking hassles, no vehicular maintenance. Also cost and time effectiveness and of course a prime source of fitness and entertainment.

Develop an imaginative campaign that will entice and attract the commuter to use SAVE in everyday commute. Innovating from Schwinn’s current design systems, all deliverables done with the American commuter in mind. The methods of delivery include: • • • •

Tenets:

Delivery

The systems of creative communication for SAVE campaign will include •

• • • •

• • • •

Healthy Environmental Freedom Adventure

Visual Identity Collateral Website Ads online Ads printed

Print Billboards Internet Grassroots

Effectiveness

The effectiveness of the SAVE campaign can be determined by the number of joining members as well as well as the sale of prepaid use cards sold online or at a point of service. Also by the sale of apparel and accessories, which would carry the SAVE brand logo and information.

Improved bicycle design and technology Iconic brand Brand’s strong historic foundation in USA New and improved management team premium image through sustainable projects Wide range of bicycle models Affordable products and parts

Increasing Eco-friendly trend Developing concern for health and fitness in society Increase in focus for alternative transportation Possibility to extend project to larger scale Opportunity for multi-industry collaboration Innovative public transportation project in USA

Not an independent company Parent company Dorel based in Canada Imported components and bicycles Need more operational personnel

Legislative changes Environment or weather changes Impractical service for small urban areas Older and obsolete street organization National economic crisis

Impact Impact Caviar Dreams

Helvetica Helvetica Neue Neue

Dead Kansas

Caviar Dreams

Eurostyle

Eurostyle

Dinstik N.O.

Movement

Calibri Calibri

Ne ws

mi Gothic

He

c

M t

M t ic th

Go

hi ew s

Century

N

Go t

He ad 42 6

Schwinn Alternative Vehicular Enterprise Company Logo:

New Logo:

Typefaces:

keywords:

Style Board #1 “The city’s fast pace”

Impact

Project Synopsis: The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella.

The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brand’s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

Colors: 3399cc C=73 M=26 Y=5 K=0

FFFF33 C=6 M=0 Y=89 K=0

FF6666 C=0 M=75 Y=52 K=0

666666 C=60 M=51 Y=51 K=20

Caviar Dreams Dead Kansas Helvetica Neue Schwinn Alternative Vehicular Enterprise

- Urban - Efficient - Transport - Everyday

- Fun - Exiting - Live - Ride -Connect

Tag line + Headline:

Riding with you get where you want, when you want

Schwinn Alternative Vehicular Enterprise Company Logo:

New Logo:

Typefaces:

keywords:

Style Board #1 “Healthy and fun ”

Project Synopsis:

Hemi Head 426

The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella.

The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brand’s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

News Gothic MT Century Gothic

Colors: 71C8F1 C= 50 M= 3 Y= 0 K=0

CC3366 C= 16 M= 94 Y= 42 K= 1

FFFFFF C= 0 M= 0 Y= 0 K= 0

99CC66 C= 44 M= 0 Y= 79 K= 0

Schwinn Alternative Vehicular Enterprise

- Excitement - Healthy - Active - Friends

- Fit - Tour - Action - Green - Succeed

Tag line + Headline:

To health with traffic Unleash the healthy rider in you

Schwinn Alternative Vehicular Enterprise Company Logo:

New Logo:

Typefaces:

keywords:

Dinstik Eurostile

- Change - Nature - Future - Clean

Style Board #1 “Rolling in a green city”

Project Synopsis: The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella.

The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brand’s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

Colors: FDB57 C= 0 M= 28 Y= 76 K= 0 3399cc C=73 M=26 Y=5 K=0

967F2F C= 55 M= 0 Y= 24 K= 0

66CCC C= 55 M= 0 Y= 24 K= 0

N.O. Movement Calibri

- Responsible - Efficient - Forward - Entertaining - Engaging

Tag line + Headline: Take your world by the h a n d l e b a r s SAVE the world one pedal at a time

Standing as the iconic face of the enterprise, the SAVE logo is a vital component of the brand’s design. With its pictorial elegance, the SAVE logo is composed of the illustration of a rider with a red scarf that plays with the idea of negative and positive shape. On the lower segment of the logo SAVE is written in a set of uppercase handmade lettering. It is important to point out that SAVE is an acronym for Schwinn Alternative Vehicular Enterprise.

Schwinn Alternative Vehicular Enterprise

Company Logo: Project Synopsis: The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella. The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brand’s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

Campaign Logo:

Images:

Typeface Samples: Headline:

Dead kansas Tag line:

Caviar Dreams Subhead / Body / Links:

Helvetica Neue

Textures:

Key Words:

Heritage

Economy

Style

Body Sample: Move with ease throughout the city. Use SAVE on the way to work, school or just to catch up with friends. SAVE helps you live your life free of traffic hassles and full of urban adventures. SAVE is committed to offering people a sustainable and efficient source of transportation.

Friendship Sport Education Ecology fun Speed

Freedom

Get where you want, when you want

Thrill

Adventure

Health Time Responsibility

take your world By the handlebars Tag line Sample:

Sustainability Energy

Headline Sample:

TransportEnvironment

Excitement Commuter Fitness

Ride American

n

Archetype: Magician Subtypes

Magician individuals are most fulfilled when they can see a vision realized. Naturally intuitive, insightful, and inspiring, they’re able to perceive and appreciate multiple perspectives and motivate others to believe that anything is possible.

They’re usually excited and challenged in times of great transformation and turmoil.

Magician organizations often are very successful serving as catalysts for change; turning problems into opportunities; reframing difficulties; empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in a situation.

Magician types need to ensure they don’t use power manipulatively, don't expect miracles to save them when things get rough, and lose patience with those who aren’t as visionary as they are.

• Catalyst/change agent: Sees opportunities for change or provides impetus for innovative transformation • Envisioner: Sees possibilities and develops a clear vision of the future • Wizard: Has a talent for unexpected, serendipitous results • Intuitive: Uses synchronicities/hunches/ serendipity to set a course • Healer: Effects individual or group healing

The rider’s back can be taken two ways in the character illustration it can be the blue area or the negative shape created by the encasement of the white area within the blue shapes.

The red scarf is an iconic element both the SAVE Rider Character, provides a point of interest to the rider character as well as balance to the red SAVE logotype.

Riding with the wind, equipped with a helmet and a red scarf, the SAVE rider goes throughout the day. This is the emblem that reaches and encourages all commuters to become adventurers, heroes in their community, people who take the initiative and empower America’s future. The rider and the SAVE logotype portray the energetic essence of the SAVE brand.

Schwinn Alternative Vehicular Enterprise

The bottom tittle is the explanation to the acronym SAVE. It is not used unless for situations that allow the font to be read properly, such as stationary.

The lower part of the SAVE logo is the Logotype reading SAVE, the acronym for the brand. It must always go along with the blue rider on top.

Logo Elements:

the rider symbolizes the American people

the red scarf stands for freedom

the SAVE acronym is the wheels that empower the commuter toward a better future

Colors:

Minimum Size:

25 mm

25 mm

The smallest size for the save logo is 25 millimeters on each side. The explanation to the SAVE will not be included for small applications since the letters will not be easy to understand in smaller scales.

3399cc C=73 M=26 Y=5 K=0 R= 53 G= 153 B= 204

3399cc C=73 M=26 Y=5 K= 0 R= 239 G= 59 B= 57

Altrernative Logos:

Schwinn Alternative Vehicular Enterprise

Schwinn Alternative Vehicular Enterprise

The logo is to be used with full color over a white background or a light tone that will not interfere with the logo’s power to stand out. For less intricate applications that have limited public access, the logo may be incorporated in black over a white background. Also created as a simplified seal image, the blue and white logo was created to provide another option that is easy to read from far away. Use this one only for special cases that do not have a direct involvement with consumer products.

Clearance:

ve Ve Schwinn Alternative Vehicular Enterprise

Surrounding the area around the logo should be nothing stronger than the logo itself. Since the SAVE logo is an element that works with the play of negative and positive space it is imperative that the background remains white if at all possible. If not able to use a light background, don’t worry there are options!

First surround the logo with a color that is muted and as close to white as possible, when tackling an image, stay away from areas of high saturation. Try including a white gradient shape behind the logo.

The second option is to use one of the alternative SAVE logos. If using the blue logo color must remain blue and with a white.

Typeface:

Caviar Dreams (bold)

Other Usage:

Schwinn Alternative Vehicular Enterprise

the character segment of the logo can be broken down into its different components. The three most important are the back, the head and the red scarf.

By changing the proportions as well as the position of these in a design piece, one is able to create interesting shapes while maintaining a close relation to the SAVE brand the logo and the color palettes.

Typefaces: Dead Kansas

ABCDEFGHIJKLMNOPQRSTUVXYZ 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Caviar Dreams (Regular)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Caviar Dreams (Bold)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Helvetica Neue (Regular)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Helvetica Neue (Bold)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Tenets:

Health

Freedom

Environment

Colors:

The Color schematic for the SAVE campaigns is based on two factors. It is important for the American consumer that SAVE is a service with the American future in mind. The use of SAVE in urban areas will reduce the use of automobiles for short distance commuting thus reducing the need for gasoline fuel, specially foreign fuel. For this reason the colors Blue and red make up the primary color palette for the SAVE campaign.

Such colors will help consumers to better relate to SAVE’s identity as an American initiative for the American populace. Also the color red is part of the color palette used for the Schwinn Bicycle company , the parent company for the SAVE brand. Additionally , the colors green and yellow make part of a complementary secondary palette created to support the main colors, red and blue.

3399cc C=73 M=26 Y=5 K=0 R= 53 G= 153 B= 204

967F2F C= 55 M= 0 Y= 24 K= 0 R= 150 G= 127 B= 47

FDB57 C= 0 M= 28 Y= 76 K= 0 R= 253 G= 190 B= 87

3399cc C=73 M=26 Y=5 K= 0 R= 239 G= 59 B= 57