Gr 604 visual strategy guide royal enfield student project

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H A R I N I V E N K ATA R A M A N P H A S E 1 // T H E V I S U A L S T R AT E G Y G R 6 0 4 : N AT U R E O F I D E N T I T Y SPRING 2017 SEMES T ER

This is one of the books created for the course GR 604: Nature of Identity at the Academy of Art University, San Francisco, CA

T he v i s u a l s t r at e g y guide

Royal Enfield

CONTENTS

CHAPTER / CONTENTS

PAGE NUMBER

THE BRAND STORY

08

THE ORIGINAL BRAND HISTORY & TIMELINE REBRANDING OBJECTIVE THE NEW MISSION

WE, THE PEOPLE BR A ND V ISUA L IZ AT ION COMPETITORS PERSONAS

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PLANS OF GRANDEUR R O YA L E N F I E L D , A R E B R A N D I N G S T R AT E G Y

What do we do when we face the end of an era? We wait, we resist, and we evolve.

Royal Enfield, a British legacy that is today the apple of Indian automobile showrooms, has travelled far and wide, served in 3 international wars to help aid the side fighting towards peace, and finally has thrown its back into building innovations in travel and transportation through motorcycles and corresponding engines.

With the technology of self-driving automobiles looming closer, it is an adapt or die situation for most automobile companies. However, luckily for Royal Enfield, the brand didn’t start with motorcycles, and only just evolved into its current product range due to rising demand in the industrial era of the 20th century.

In today’s technological era, the ever-adaptible basis of Royal Enfield’s success is examined and built upon in the following pages, as paths to move forward and fit into the future of traveling.

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The Brand Story

THE ORIGINAL BRAND HISTORY & TIMELINE REBRANDING OBJECTIVE THE NEW MISSION

From the iconic British bicycle brand came an Indian motorcycle legacy: Royal Enfield

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THE ORIGINAL BRAND R O YA L E N F I E L D , T H E F E E L I N G

FOUR WHEELS MOVE THE BODY; The

legendary title of ‘Royal Enfield’ needs no introduction.

Synonymous with a thundering roar, a royal ride and a thrill or experience that no other bike can provide, this machine of a brand has kept up pace with time, proving itself in toughest of condition and continuing to hold on to its place decades after introduction. For Enfield bike owners, it is more than just a means of transportation — instead it’s a life long romance.

Royal Enfield is counted as the World’s oldest motorcycles still under production. Initially a brand of the British Engineering Firm, the Enfield Cycle Company which apart from motorbikes also produced stationary engines, bicycles and even rifle parts!

The first vehicle under the brand ‘Royal Enfield’ was made in the year 1898, and was designed as a Quadric-cycle.

TWO WHEELS MOVE THE SOUL

Established in 1893, Royal Enfield is among the oldest motorcycle companies. Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded in 1909) manufactured motorcycles, bicycles, lawnmowers, rifles and stationary engines.

The first Royal Enfield motorcycle was built in 1901; the original British concern was defunct by 1970. In the year 1955, Enfield Cycle Company collaborated with Madras Motors in India to form Enfield of India and started congregating the 350cc Royal Enfield Bullet motorcycle in Madras.

Since 1957, Enfield of India acquired the machines necessary to build components in India, and by 1962 all the components were made in India.

In 1967, Royal Enfield closed shop in the UK, and was acquired entirely by Eicher, an Indian automobile company.

Similar to other motorcycle manufacturers such as (BSA) and (Triumph) the Enfield Cycle Company started its business as a weapons manufacturer, mostly famous for the Enfield rifle.

Royal Enfield is considered the oldest motorcycle brand in continuous production around the world, spanning across 3 centuries. The company is marching on with its tagline: “Made like a gun, goes like a bullet�

Today, it has over 30 motorcycle designs, including the oldest existing one of the Bullet.

Although it is a cult status symbol in over 42 countries outside the US, it has never been able to clearly establish its roots or legacy in this country due to the need for a heavier, more rugged vehicle.

The idea that Royal Endield is a niche product has become synonymous with fanatic buyers, instead of fulfilling the idea that it is a vehicle of liberty and strength for anyone associated with it, not just for the burly military veterans or the androgynous, young, adventure-seeking country motor-bikers.

1914 1851

1914: supplied motorcycles to the British War Department, as well as won a contract with the Imperial Russian Government

1851: George Townsend starts making sewing needles 1886: Townsend and Ecossias start selling bicycles

1928: One of the first companies to use the “bulbous saddle tanks” 1939-1945: Created motorcycles and other weapon-

1893: Becomes Enfield

based machines for British

Manifacturing Company Ltd.,

authorities

and adopts the brand “Royal Enfield” 1899: creates first quadricycle— breakthrough towards motorcycle creation 1901: creates first motorcycle with 239cc engine 1907: merges with Alldays & Onions Pneumatic Engg. Co. and begins manufacturing the Enfield-Allday Automobile

Enfield Chase, the place that gave the brand its name, does not exist anymore. While it is no longer officially a ‘place’, the Church of England Parish of St Mary Magdalene, Enfield Chase, officially holds that title.

1948 1948: developed rear suspension (groundbreaking development) that changed the product forever 1955: gets mainstreamed in India as the Indian police and army vehicle 1957: Starts building in Madras, with contents shipped from UK

1960 1960: All parts manufactured and assembled in India 1967: UK Royal Enfield declared bankruptcy, shuts down.

1994: Enfield of India merged with Eicher Group 1995: Enfield of India finally wins

2011

the rights to the name “Royal Enfield�

2011: Newest model of motorcycle was developed, dramatically increasing sales in Asian countries 2015: announced opening of a new dealership in Milwaukee, WI.

THE HISTORY & TIMELINE ALL THE UPS AND DOWNS

14 15

1936: A young man rides his Royal Enfield motorcycle in the Thurnton Village, which became a common sight after the First World War

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BREAK AWAY FROM THE “CULT”

REBRANDING OBJECTIVES TA K I N G T H E O F F B E AT PAT H

Royal Enfield opened a headquarters in Milwaukee in 2015, but RE has still to emerge from its shell. A redesign will also help them focus outwards into leisure/solo travel, etc.

Being an immigrant brand, and already having been part of two great continents’ automobile dynasties, it is time for Royal Enfield to spread its wings in the land of the free, USA. And like its increasingly globalized population, RE will also add to the culture of embracing the independence of being American.

BRINGING GLORY TO THE BASICS

COLLABORATING WITH THE WORLD

The brand RE represents more about the joy

VIA Institute On Character, Journey on

of riding, than speed or horsepower. The

Canvas, The Road Less Traveled, Greenheart

rebrand will bring out a self-empowerment

travel, and similar other organizations that

travel aspect of the brand story and help

promote traveling solo with a introspective

build a vision where Royal Enfield can

purpose.

become synonymous with independence, instead of the current pride/status.

CHANGING FOR THE PEOPLE OF NOW

EVOLUTION INTO WIDER HORIZONS

The new RE focuses on people outside the bike “cult,” more towards people who are

Digital travel accessories, blogs, sessions

quiet wanderers looking for a change from

to help people be more comfortable with

busy/mundane/routine lives. While being

themselves, solitude, self-empowerment

independent could have meant being on

guides, etc.

a motorcycle a decade ago, today it has a drastically different meaning to us all.

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THE NEW MISSION FOR A LIFE TIME WITH YOURSELF

Royal Enfield is a symbol of true and unfettered independence, of fearless individuality and the connection between humans and the nature. It is about the freedom of spirit, the joy of movement and the pride of trusting yourself.

Our mission is to facilitate courage, endurance, and freedom to empower all individuals to be comfortable and more confident about their world and themselves.

BE STRONG, BE FREE,

BE FREE; BE YOU In the future, taking inspiration from its British roots, Royal Enfield will look forward to opening up their horizons to giving their consumers what they give best: the pride of being themselves without needing the validation from others around them.

In an atmosphere of increased exposure and hidden scrutiny, selfexpression has become hard for those who want a little solitude and quiet in their lives. As social creatures, we

often end up at the mercy of others’ opinions and perspectives, hardly finding that little voice in our head that sounds like us.

Let Royal Enfield open up that voice for your story. And let us help you map your journey towards the greatest destination: becoming your favorite self.

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we, the people

BRAND VISUALIZATION COMPETITORS PERSONAS

When supply and demand are the scale of business, a brand loses its values and becomes a different beast

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BRAND VISUALIZATION SEEING THE INSIDE OUT

H O W I T WA S

HOW IT WILL BE

Royal Enfield, since its incursion into

The main purpose of the rebranding

India, lost its “the daily vehicle for the

is to open up the brand from its

home” status, and evolved further and

super-selective mid-weighted biker

further into a niche of consumerism

audience to include today’s post-war

that was inherently male-dominated,

generations and individuals to enjoy

army-weighted and fan-fodder,

the same priveleges of being proud

instead of echoing its pre-wartime

about oneself and being free.

past in innovative and recreational machines that were the reason for its rapid growth.

Royal Enfield was one of the first motorbike brands to break off from the “bad boy biker” to “respected

Today, the fan-styled “Indian cult

sir on the bike” image. The future

bike” enjoys attention fromdie-hard

of the brand is headed towards

fanatics who grew up listening to the

broader spectra of audience, and will

pride in handling a Royal Enfield bike

strive towards “the self-assured and

and blindly feed into the increasingly

confident individual.”

reclusive macho/swag image the bikers try to instill as the entire brand image itself.

FROM RESOLVE COMES FORTH FREEDOM

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24 25

KEY WORD From an personal automobile brand, RE has the potential to break free and become the personal brand for actively motivating you to be yourself, through a series of primary, defining keywords.

INDEPENDENCE Because you are fierce, strong, proud, and free.

26 27

KEY WORD From an personal automobile brand, RE has the potential to break free and become the personal brand to get your blazing confidence back on the right track, through a series of primary, defining keywords.

INDividuality Because it’s more important to be oneself than live an obscure life determined by society.

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INTEGRITY A world is not made up of things, it’s made of the grand relationship between those things.

KEY WORD

From an personal automobile brand, RE has the potential to break free and become the personal brand to keep you proudly supported by and relying on your own feet, through a series of primary, defining keywords.

30 31

THE PAST M I L I TA R Y R U G G E D N E S S

Royal Enfield almost exclusively was the army motorbike after World War 2, and the staple brand of automobiles used by the police departments in the South Asian regions.

The brand, over the years, became associated with a stern and aged harshness that could be described as weatherworn, rocky, deeply sunburnt with the image of its riders often being the personification of ultraandrogynous manliness.

If illustrated, the old Royal Enfield was the barbed wire that was part of a military base fence, eliciting the prestigious danger of unattainable bravery and strength to the layperson.

Royal Enfield The brand before: Grit and Pride

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THE FUTURE I N D O M I TA B L E S P I R I T S

The first step towards reconstructing the brand image according to the mission is by defining its main visual emissaries. The future of Royal Enfield is almost all about getting back to the original motive to provide comfort to people through in order to make their lives more independent.

Because of the fact that the brand’s name has become synonymous with pride and integrity over the past few decades, the future will also embody these qualities in free-spirited manner.

If illustrated, the new Royal Enfield would take the form of a topographic map showing variations of open, free areas of natural land, water current or air current formation.

Royal Enfield

The brand after: Free Spirited

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COMPETITORS PAS T Royal Enfield’s current competition is a stalwart group of automobile manufacturers. Be it motorcycle, dirt bike or 4WD, these companies are rivals of RE’s market position, current brand, or product range.

Hero MotoCorp Ltd. Hero Motocorp Ltd. is an Indian motorcycle and scooter manufacturer based in New Delhi, India. The company is the largest two-wheeler manufacturer in India where it has a market share of about 46% in the two-wheeler category.

Suzuki Suzuki manufactures legendary motorcycles such as the GSX-R, championship winning RM-Z motocross bikes, agile scooters, and revolutionary ATVs.

Harley Davidson Harley-Davidson, Inc., or Harley, is an American motorcycle manufacturer, founded in Milwaukee, Wisconsin in 1903.

Yamaha Yamaha Motor Company Limited is a Japanese manufacturer of motorcycles, marine products such as boats and outboard motors, and other motorized products, and prides itself for its engine manufacturing.

Ducati Superbike Ducati Motor Holding S.p.A. is an Italian company owned by the German automobile company, Audi, that designs and manufactures motorcycles.

BSA The Birmingham Small Arms company Ltd, is a historic British bike brand most famous for machines like the Bantam, Gold Star and Rocket III. At its peak it was the largest motorcycle firm in the world.

Ural IMZ-Ural is a Russian maker of heavy sidecar motorcycles. In 1940, the Soviet Union acquired the design and production techniques for BMW R71 motorcycles and sidecars.

BMW Bayerische Motoren Werke AG, usually known under its abbreviation BMW, is a German luxury vehicle, motorcycle, and engine manufacturing company founded in 1916. It is one of the best-selling luxury automakers in the world.

Bajaj Auto Bajaj Auto Limited is an Indian two-wheeler and three-wheeler manufacturing company. Bajaj Auto manufactures and sells motorcycles, scooters and auto rickshaws. It provides the best price range for middle class motorbike enthusiasts.

Aprilia Aprilia is an Italian motorcycle company, one of the marques owned by Piaggio. Having started as a manufacturer of bicycles it moved on to manufacture scooters and small-capacity motorcycles. . It makes the most sold dirt bikes in the US.

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ADJACENT Royal Enfield’s sells the idea of independence, strength and the rugged spirit of power over long instances of movement or travel. The following brands are equivalents, i.e., if the consumers sought adventure and control, they’d see the following as RE’s counterparts.

Tesla Tesla, Inc. (formerly named Tesla Motors) is a major American automaker, energy storage company, and solar panel manufacturer based in Palo Alto, California.

General Motors General Motors Company, commonly known as GM, is an American multinational corporation headquartered in Detroit, Michigan, that designs, manufactures, markets, and distributes vehicles and vehicle parts, and sells financial services.

Segway Inc. Segway Inc. of New Hampshire, USA, is the manufacturer of a two-wheeled, self-balancing electric vehicle, the Segway PT, invented by Dean Kamen. It focuses on the luxury of personal mobility.

Hoverboard Technologies Hoverboard Technologies, based in Mountain View. It was started by Robert Bigler, inventor and entrepreneur, whose vision for the future of personal electric mobility has finally lead to the delivery of the Hoverboard, an electronic revolution in the world of personal mobility.

WKND Skateboards WKND Skateboards is an independent skateboard company based in LA and the brainchild of Grant Yansura. The brand is quickly becoming known as alternatives for urban travel to overome hassles like traffic.

Mountain Dew Mountain Dew is a carbonated soft drink brand produced and owned by PepsiCo. The lemon-lime drink, with caffeine, has delivered on the message that it’s an energetic product, said Kevin Keller, a visiting professor of marketing at Duke University’s Fuqua School of Management.

Patagonia Patagonia grew out of a small company that made tools for climbers. It is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.

The Timberland Company Timberland LLC is an American manufacturer and retailer of outdoors wear.

It is owned by VF Corporation. Timberland footwear is marketed towards people intending outdoor use. The company also sells apparel, such as clothes, watches, glasses, sunglasses and leather goods.

Keen Inspired by a love of the outdoors, Keen has created more than 300 different types of footwear including hiking, lifestyle, winter, kids and utility styles, as well as bags and socks, and has created a cult following of fans around the globe that share a love for outdoor adventures.

Verizon Verizon is one of the largest communication technology companies in the world. They focus on wireless communication services, but also encompass a greater focus in innovative technology, global educational charity and the Internet of Things.

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FUTURE Through this rebranding, we want to free our RE spirit and discover ourselves in the process. These following companies have already carved niches into the world by being some of the best in motivation, travel, adventure and confidence.

Poler Stuff Poler Outdoor Stuff makes gear for people that are everything that fits descriptions of travelers, couch surfers, regular surfers, skateboarders, snowboarders, bicyclists, parents, kids, car camper.

goTenna goTenna is a Brooklyn, New York-based startup that designs and develops technologies for off-grid and decentralized communications. They make devices that allows users to have ways of electronic communication even when there aren’t major services around.

FitBit Fitbit is an American company known for its products of the same name, which are activity trackers, wireless-enabled wearable technology devices that measure data such as the number of steps walked, heart rate, quality of sleep, steps climbed, and other personal metrics involved in fitness.

Osprey Packs Innovative, high performance gear that reflects a love of adventure and devotion to the outdoors. High quality packs for any adventure and season.

Finisterre WKND Skateboards is an independent skateboard company based in LA and the brainchild of Grant Yansura. The brand is quickly becoming known as alternatives for urban travel to overome hassles like traffic.

Nike Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

General Electric General Electric is an American multinational conglomerate corporation incorporated in New York and headquartered in Boston, Massachusetts.

Their recent rebranding put them on the list of most innovative brands in the market today.

Discovery Communications, Inc. Discovery Communications, Inc. is an American global mass media and entertainment company. They started out as a channel, and today have TV channels, as wells as direct-to-consumer digital offerings including games, apps and services.

TripAdvisor TripAdvisor, Inc., is an American travel website company providing reviews of travel-related content. It also includes interactive travel forums. TripAdvisor was an early adopter of user-generated content.

Go Pro GoPro, Inc. is an American technology company founded in 2002 by Nick Woodman. It manufactures eponymous action cameras and develops its own mobile apps and video-editing software.

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PERSONAS CAGED SOULS

Royal Enfield has been a cult symbol too long. But, at it roots, it is not about the motorcycle, but the ride itself; the joy of movement, the feel of fresh air on your skin, and the pride of being yourself, despite how much the world tried to break, shake or change you.

The audience for the new Royal Enfield are highly different from the current audience, in these characteristics mainly: a) they’re not uber fans of the RE motorbikes, b) they belong to a wider spectrum of people career-wise, and, c) they are currently at a phase in their life when they want to have experiences alone, and have a need to find an identity for themselves.

The persona were more or less based on the solo-journey factor. There is a deviation from the keyword “integrity” to strip the pre-existing “cult”-like behaviour from the brand, but the truth is that the fraternity of fans happened due to the motorcycles having been army/police vehicles, and therefore represent a rather hardened/harsh perspective on what bonds men over bikes.

Nevertheless, the RE products until today were built to withstand both the severity and the austerity of nature.

The products tomorrow will do the same, for both the world outside, and the world inside its audiences, focusing on a vein of self-discovery and self-empowerment while traveling alone to unexpected destinations.

Afterall, Royal Enfield’s core campaign values stand for “moving the soul” of their consumers. Why not move them along with it?

BE ORIGINAL — NOT A REBEL

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H U N T I N G T O N , N E W YO R K 4 9 Y R S // F E M A L E MARRIED H O M E-M A K E R B . A . L I T E R AT U R E

The mom who has a lot of time: This was new, the lack of noisy routine, and the generally loud and boisterous house now suddenly empty

LINDA BELFER THE EMPT Y NESTER

TR AITS

Recently sent her last kid off to college in a different state Married to a fairly workaholic husband who loves to sit at home and watch TV on the weekends Has tried to write and paint, but was unsuccessful in finishing anything while kids were around Always tries to derive inspiration from a scenery or natural experience to create a story Wants to start writing a blog, but hasn’t found a subject yet Loves to take the dog out to the beach and watch him play with the sand and waves Misses her children every now and then, and tries to be tech-smart to keep up with them in one or two social networks

SHE USED TO BE AN AVID TRAVELLER WHEN IN COLLEGE, AND NEVER LOST THE WANDERLUST

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BOBBY GREEN THE WORK AHOLIC

TR AITS

Bobby drives an old Camry that he services and tunes to shape every now and then Having dropped out of college, he taught himself coding and app development when his ex-girlfriend started a company Never went back to school, but got a diploma online from ASU Travels from Tracy to Cupertino everyday to work in a corporate dinosaur that bought his start-up and its employees

HE PREFERS TO WORK ALONE, BUT STILL WANTS TO HAVE PERSONAL ACHIEVEMENTS THAT ARE IMPRESSIVE

Can be brilliant, but is too shy/hesitant to explain his work to higher officials, whom he jokingly calls “suits” Doesn’t really care about appearances; dresses in casuals and slacks, and consequently, doesn’t find himself called into any official or promotional meetings Dreams about wowing his colleagues one day, but is usually unsure how to connect and talk about non-work stuff with relative strangers

AUSTIN, TEX AS 3 3 Y R S // M A L E SINGLE S O F T WA R E E N G I N E E R DIPLOMA IN C . S .

The perennial workaholic: He often goes on unplanned hikes and doesn’t find time to buy new shoes

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S E AT T L E , WA S H I N G T O N 2 7 Y R S // F E M A L E I T S C O M P L I C AT E D B A R I S TA B. A . HUMANITIES

The girl with an eating disorder: She hates how her brown skin makes her look bulky and unelegant

ANITA SAKYA THE SELF-CONSCIOUS

TR AITS

A third-generation immigrant, who grew up in a community which was two-thirds desi, Asian, and Middle-Eastern Likes to call herself American-First, because she and her sister were always told that their grandparents were too conservative to understand the American culture Is in a tricky relationship with her re-connected high school boyfriend, who recently got laid off and moved into her apartment Always dreamed of becoming a school teacher in a developing country, but her friends thought of the idea as antiquated Has been trying to write an essay for teaching school for years, but never got past 2 sentences Lately stressed out about being the only breadwinner in the house, and drinks alone Afraid to be insensitive to tell her boyfriend to find a job, lest he breaks up with her and does something crazy Started noticing wrinkles and extra fat around her joints, and worries about not working out

SHE WANTS TO BREAK FREE FROM HER LIFE AND THE STRESS OF DOING THINGS SHE WANTS TO STOP DOING

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TOREY WHITMAN STUDENT SL ACKER

TRAITS

Victor “Torey” Whitman was a child prodigy, according to his parents Had a difficult childhood full of expectations and pressure due to over-acheiving older siblings Got placed at UC San Diego with a Khan Academy scholarship to study biomedical engineering, but opted out after the first semester Finds peers dull and parrot-like, and doesn’t really like partying every night in the dorms Refused to pledge into a fraternity and instead

HE IS LOOKING FOR INSPIRATION TO BE A BETTER ACHIEVER, INSTEAD OF BLIND EXPECTATIONS

got checked into the dorms Is considering dropping out of college altogether to run away to Portland, and start a new life Amuses himself by hunting down unsolved theories and then trying to solve them in the back of his class notes, during class Doesn’t like to smoke weed specifically, but does that for his best friend, Miko, from the Journalism department

S A N D I EG O, , C A L I F O R N I A 1 9 Y R S // M A L E SINGLE CO L L EG E S T U D E N T M A J O R : A N T H R O P O LO G Y

The boy rebel: Maybe if he completely slacked off, got expelled from college and turned up at their doorstep, his parents might stop expected him to become the next Mark Zuckerberg

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TULSA , OKL AHOMA 47 Y R S // M A L E WIDOWER VETER AN H I G H S C H O O L D I P LO M A

The guy whose life used to be hard: Some habits are hard for him to denounce, but some are even harder to adopt

MIKE OBEID T H E E X- S O L D I E R

TR AITS

Released from service in 2013, Mike went back to his hometown to recuperate Has a teenage son who goes to a private boarding school for most of the year Used to be really close with family until a few years ago, after deployment Prefers to be left alone, but also wants to be occupied, so he works on his childhood hobby: building custom drones Gets a stipend from the army, which covers his son’s fees, but the mechanical tech help him save up extra for himself Likes to go fishing with his cousins, but most of them now are too busy with corporate jobs to plan enough trips with him Wants to go back to working with other people, but feels like he has to go back to college and get a degree to do anything he liked Finds it difficult to ask for anyone’s help when he has internet troubles; wants to be his own problem solver

HE WANTED A SECOND CHANCE TO BE BUSY, BUT THIS TIME, FOR AND BY HIMSELF

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VERA DELUCCA THE SELF RELIANT

TR AITS

Recently got out of a long-distance marriage with her high-school sweetheart when they realized they weren’t in love anymore Works in a mid-sized startup in SOMA, and is fairly successful in her job Likes to travel to exotic destinations alone, but is

SHE WAS LOOKING FOR JOURNEYS THAT SHE COULD UNDERTAKE BY HERSELF WITHOUT BEING LABELED ALONE, AND THEREFORE, IN SOME DANGER

afraid and unsure of how it could be alone Dates infrequently, but prefers to eat out alone Runs every other morning and works out before bed atleast twice a week Used to be an extreme sports fanatic before divorce, decided to stop scuba-diving and kayaking after Likes to see things out of the ordinary, which often leads her to stop at street vendors’ stalls and street performances Finds it comfortable to just interact with colleagues, but finds it hard to connect with a potential new love interest

S A N F R A N C I S C O, C A L I F O R N I A 2 9 Y R S // F E M A L E DIVORCED P R O J EC T M A N A G E R M . S . I N F O R M AT I O N S Y S T E M S

The successful careerwoman: She is pretty optimistic and is well settled in what she wants... except whom.

RESISTANCE BRINGS EVOLUTION

QUOTE BY ANIEKEE TOCHUKWU EZEKIEL

GOING FORWARD...

D I S PAT C H , D E P L O Y

Royal Enfield is a brand that has time and again proved to be made of the kind of substance that evolves over centuries to suit the needs of its loyal consumers, and in this rising Age of Technology, this takes newer forms through the strategies illustrated in the past pages.

Visualizing these strategies takes many forms, from identity development to implementation across different visual factors like photography, graphic elements, typography, colors, tones, attributes and brand tone.

The Royal Enfield, Visual Develoment Guide, and Royal Enfield, Visual Standards Manual are the next documents in this compilation, and respectively canvas the creation of the new identity according to the reformed brand mission, and then bring it to life on the first few directions towards commercial, PR, educational and social usage.

RESOURCES

Adventure Jobs Worldwide http://www.backdoorjobs.com/adventureabroad.html

How Solitude Can Change Your Brain in profound ways – J. Porter https://www.fastcompany.com/3052061/lessons-learned/howsolitude-can-change-your-brain-in-profound-ways

History of “Royal Enfield”. (The Gun) http://www.motorcycleexpeditions.com/history-of-royalenfiled.php

The 500 Most Valuable Brands Around the World Forbes Magazine, Fortune 500 Companies, Year 2015

Why is Royal Enfield still popular? https://www.quora.com/Why-is-Royal-enfield-so-populardespite-having-redundant-technology-and-not-muchimprovement-since-60-years

Motorcycling America http://www.bikernet.com/pages/Motorcycling_America.aspx

IMAGERY

Brand Photography https://unsplash.com/collections/560518/ekla-cholo-rey

PHOTOGRAPHERS WHOSE WORK WAS FEATURED WITHIN XOCHI ROMERO

IAN BALDWIN

MICHAEL R. HYMAN

FRANCES GUNN

LUKE PORTER

FABRIZIO VERRECHIA

KARSTEN WURTH

ELENA SAHAROVA

LAURIE ANN ROBERT

DAVID MARCU

JOSHUA EARLE

COLIN MAYNARD

RICHARD T. BASSETT

CHAN Y

MARTIN E. SANCHEZ

ASHIM D’SILVA

Royal Enfield archival photography http://cybermotorcycle.com/gallery/royal-enfield

Adobe Stock https://stock.adobe.com

LICENSE ID

STOCK AUTHORS

#120276688

DAMIENGESO ©

#98197667

RATKOM ©

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THE LIBER ATION OF SPECIFICATIONS

Royal Enfield, The Visual Strategy Guide was typeset in Museo Sans, Abril Text and Rift, all of those availed from Adobe’s TypeKit.

Printed on Red River Paper 32lb Matte Doublesided, through an Epson 3880 Stylus Pro Inkjet printer, and bound at Plotnet, San Francisco, CA.

Compilation, Strategy & Design Student ID Instructor Class Semester Program Institution

Harini Venkataraman 04025935 Hunter Wimmer GR 604: Nature of Identity Spring 2017 MFA Graphic Design Academy of Art University, San Francisco, CA

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