TESLA NEW ZEALAND BRAND REVITALIZATION
Hannah Osborne, Edward Eiloart & Elizabeth McPhail
AUDIT & INSIGHTS
AUDIT & INSIGHTS
VISION
BRAND
SUPPLEMENTARY MATERIAL
AUDIT Tesla is at the forefront of vehicle technology. Space X, Elon Musk’s visions for a livable Mars and a Tesla Roadster that orbited the Earth have clearly linked the Tesla brand to the innovations of space technology. Tesla aims to “accelerate the world’s transition to sustainable energy.” The ultimate aim is greater than the company, to create the technology needed for the future. Through our research, we discovered that Tesla are constantly innovating around performance, safety, and technology. At the same time as being open about their plans and goals, Tesla has a air of mystery. The ultimate mission and philosophies of Tesla go beyond that of any car manufacturer, however, their current branding situates them in the same space as all other car brands. We propose branding strategies to revitalise Tesla’s brand and ensure that their branding is on the same level their vision for the future. With the entry point being over $100,000, the average Tesla driver is well off, but also someone more freethinking than the average affluent petrol car driver. However, the introduction of the Model 3 opens the market for slightly younger users with a lower budget.
CENTRAL IDEA / VISION
BEYOND LIMITS The technology, philosophies, and missions of Tesla go beyond the perceived limits of what is possible for vehicle experience.
MOOD BOARD
SUPPLEMENTARY MATERIAL
CENTRAL IDEA Tesla vehicle designs are optimized for performance, safety, and efficiency. They are the cars of the future. Our brand revitalisation strategy focuses on the core vision of ‘beyond limits’. The technology, philosophies, and missions of Tesla go beyond the perceived limits of what is possible for vehicle experience. Tesla will bring to the New Zealand public experiences beyond the limits of what is currently available. Beyond what they are currently experiencing, expecting, and perceive to be possible. We aim to harness this idea of ‘possibility’ and redefine Tesla as a symbol of aspirational and technological potential.
DESIGNING FOR THE FUTURE We believe that with an ambitious outlook towards the future, Tesla should be designing for audiences of the future. This means laying out marketing strategies over a timeline of 15 years to capture the audience’s attention at a younger age, allowing them to indulge themselves financially later on in life. With both Tesla vehicles getting cheaper and New Zealand’s population steadily aging, we predict that future Tesla drivers will span multiple generations. For this reason we are not designing for one generation or age but for a mindset. The audience we are designing for are intrigued by technology, forward-thinking, and driven to succeed.
SUPPLEMENTARY MATERIAL
ECLIPSE MOTIF Eclipses are a time for exponential growth, and rapid positive change. An eclipse symbolises a blank canvas giving space for new beginnings and the possibilities of the future. In the same way that black theatre curtains create anticipation for the performance, the mystery of the eclipse creates anticipation for what is to come.
THE COLOUR BLACK Much like the eclipse, the colour black represents a void from which light can emerge. Elements within a black space are contrasted not just in colour, but in meaning. They emerge from nothingness as elements with purpose, change, and a sense of significance.
MYSTERY & ANTICIPATION The symbolic meaning of the eclipse and the colour black leads onto the first branding strategy. We will harness this idea of anticipation and mystery introducing Tesla’s presence before their identity, inciting conversation and wonder. Tesla’s first interaction with the New Zealand public will be abstracted and anonymous.
01.01.2020 BRANDING STRATEGY ONE
BRANDING STRATEGY ONE
BRANDING STRATEGY ONE
BRANDING STRATEGY ONE
BRANDING STRATEGY TWO
SUPPLEMENTARY MATERIAL
ECLIPSE INSTIALLATION Introduced anonymously, an eclipse installation introduces the essence of Tesla’s new brand. Leading up to brand launch, the objects appear over 4 weeks, building hype and inciting conversation about their purpose. The three black 2.0 eclipses and one glowing light source, work interconnectedly to eclipse each other, aligning like planets, towards their final destination of Te Papa. Stuart Semple’s Black 2.0 is a special pigment which virtually no light can be reflected off of. The objects will therefore create mysterious voids within the public space. The installations will become interactive when placed together. Each is shaped differently to represent different stages of the eclipse. Phase one is the total eclipse, phase two, a glowing glass orb will be eclipsed by the other objects, phase 3, is a hollowed out semi-sphere that people can climb inside and phase 4 is Tesla’s soon to be unveiled crescent eclipse shape. These strange orbs will insight confusion and wonder, creating mystery around who is behind them and what they might represent.
01.02.2020 BRANDING STRATEGY TWO
BRANDING STRATEGY TWO
BRANDING STRATEGY TWO
BRANDING STRATEGY TWO
SUPPLEMENTARY MATERIAL
EXHIBITION Our ‘exhibition’ brings the New Zealand public an experience beyond the limits of what they perceive to be possible. Open during the day and into the evenings it will entice both children and adults. The experience is immersive, engaging and personalised. The exhibition will exist entirely in VR, challenging both the definition of an ‘exhibition’ and the possibilities of electric technology. This exhibition is an immersive glimpse into the future. It presents interactive technologies of the predicted future as if they actually exist around the user. Driven by the individual, users can explore different times in the future, choosing their own unique experience. The experience triggers the audience to challenge what they previously thought was possible, inciting feelings of wonder at what technology can achieve. The exhibition is created for the future Tesla user and aims to teach about the benefits of electric vehicles, and other environmentally sustainable technology, with emphasis on technological possibilities. It will showcase the latest innovations in environmentally friendly technology. It will highlight the future of sustainability as boundlessly and innovative. The experience will be funded and sponsored by the new Tesla brand, inspiring and exciting visitors about the future that Tesla has to offer.
01.02.2020 BRANDING REVITALIZATION
BRAND REVITALIZATION
BRAND REVITALIZATION
BRAND REVITALIZATION
SUPPLEMENTARY MATERIAL
BRAND REVITALISATION Alongside the Te Papa exhibition, a new visual identity will be revealed. Tesla’s new identity will represent their boundless aspiration for launching mankind into the future of technology. The red is dropped, being replaced instead by a more mysterious combination of black, grey, and navy blue, with a yellow accent colour. Empty voids of blackness are broken with bright streaks of colour, and Tesla asserts itself as the guiding light for a technologically advanced tomorrow. With a system of dynamic textures and patterns, within just a few years the Tesla brand would be easily identified without the need for the signature T.
01.02.2025 BRANDING STRATEGY THREE
BRANDING STRATEGY THREE
BRANDING STRATEGY THREE
SUPPLEMENTARY MATERIAL
TESLA UPGRADES After purchasing a new Tesla, your vehicle has the latest hardware and technology available. However, a year after purchasing there is new technology. With Tesla’s upgrade program your car will go beyond the limits of what was possible at the time of purchase. As new features and designed are rolled out by Tesla, they are offered to owners of existing Teslas. This means that in 10 years time, your Tesla will be just as new as the day you bought it. The Tesla vehicle would become an investment for buyers. It would be able to be updated with not just the latest software, but also hardware, to make sure that the Tesla you own is always the car of the future. New features can be added to your existing vehicle as they are rolled out. The latest set of wheels, updated top speeds, more comfortable seats. Any physical feature imaginable can be fitted into any Tesla.
01.02.2030 BRANDING STRATEGY FOUR
BRANDING STRATEGY FOUR
The U-Beam transmitter emits high frequency sound waves
Sound waves are picked up by a receiver
Converted into power
BRANDING STRATEGY FOUR
BRANDING STRATEGY FOUR
BRANDING STRATEGY FOUR
01.02.2035 BRANDING STRATEGY FOUR
BRANDING STRATEGY FOUR
BRANDING STRATEGY FOUR
SUPPLEMENTARY MATERIAL
U-BEAM CHARGING Within the next 10 years, we will be able to use U-Beam technology to power cars. This technology converts high frequency sound waves, inaudible to humans or animals, into electricity, a technology Tesla will dub “Atmos�. Step one involves Tesla Atmos-Parks. Installed underneath the car park space, the Atmos transmitter will emit this frequency, charging any Tesla parked within the space, free of cables, and free of charge. The car parks would be identified by the Tesla charging symbol which would glow to indicate power is available.
ATMOS POWERED CITIES As Atmos evolves in strength, step two of the plan will be rolled out. The technology will be available throughout whole towns and cities, the same way that CBD wifi provides internet connection anywhere within a given area. Cities can proudly display that electric vehicles will be permanently charging within their streets. Atmos technology will provide wireless charging within an entire city. Compatible phones, laptops, and cars will all be charging up effortlessly by picking up the sound waves. This will make battery life anxieties a thing of the past for all technologies. Badges on lamp posts, signs etc. will indicate a Tesla powered area. There will also be an icon that will pop up on phones, cars and other devices to indicate an active power connection.
BRANDING LAUNCH
LAUNCH TIME LINE
2030 SOUND CHARGING
2020 BRAND REVITALIZATION
2020 ECLIPSE
2020 EXHIBITION
2025 THE FUTURE IS YOUR TESLA - HARDWARE UPDATES
2035 ATMOS POWERED CITIES
SUPPLEMENTARY MATERIAL
THE PLAN The Tesla brand revitalisation and supporting branding strategies will be rolled out over the next 15 years. Each of the strategies builds on the core vision of ‘beyond limits’. Beginning in 2020 with the ‘Eclipse’ installation, Te Papa exhibition and brand launch, Tesla creates a sense of anticipation within it’s New Zealand audience for the future of technology. Over the next 15 years Tesla will fulfil these promises, and introduce their main branding strategies that go beyond the limits of vehicle technology. An uncompromised vision for a sustainable future will continue to reinforce Tesla’s position at the forefront of technology. Tesla goes beyond the limits in everything that they do.
THANK YOU
Hannah Osborne, Edward Eiloart & Elizabeth McPhail