Team Members: Marcelina Ward
Account Planner
Nisara Kittisangvara Pei-Yun (Iris) Lai Raza Durrani
Account Planner
Art Director
Art Director
Zachary Browne
Copywriter
Happiness is not a destination. It is a method of life. ~ Burton Hills
01 | Sparc
Our Story Gregory Fields grew up like any other typical boy in the 60’s. He started out playing with Hot Wheels, then moved on to a bicycle, and finally at 16 got behind the wheel of his first car. He had a passion for the road and knew it was his destiny to work with cars as a career one day. Gregory’s dream would later come true when he was offered a position with Toyota. He quickly progressed in the company and worked on many successful projects, one of which was Toyota’s hybrid series, the Prius. He was an integral part of the team responsible for the core idea behind the Prius. However, Gregory didn’t stop there. He constantly came up with new ideas to improve the hybrid, knowing that it had the potential to change the car industry. Discussions focusing on the problems with automotive transportation and ideas on how to solve them were everyday occurrences with Gregory and his wife.
One of their many conversations dealt with how driving used to make them feel in their youth compared to the hassle of driving today. They were determined on finding a way to get that feeling back, and then one day it dawned on them, electric. Electric cars were already in the market, but they were either extremely expensive or extremely inconvenient. Gregory dreamt of an electric car that was affordable and gave you enough miles per charge that you wouldn’t even realize it needed to be charged. He pitched the idea to Toyota, but they felt the timing wasn’t right. Gregory respectfully disagreed, and wanted to jump on this idea before anyone else did. In 2004, Gregory left Toyota. With his years of experience, knowledge, and contacts within the industry, he set out to begin the development of this new generation of automobiles. Five years later, Sparc was born. Sparc is a progressive, affordable, stress free, environment friendly car. A car made to take your mind off the stress of everyday driving, and remind you of a simpler time, when driving wasn’t just commuting, it was joyriding.
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The Joy of Driving
Remember a time when driving was more than just going from A to B. When it was more about experiencing life and escaping the stress of your everyday routine. Before skyrocketing gas prices and never-ending traffic, driving was a pleasure, not a hassle. Sparc is reconnecting you to that joyful experience. 03 | Sparc
Sparc is the only car that brings you back to that time in your life when all that mattered was driving. Distance and destination were insignificant, it was all about the drive. With Sparc comes a unique nostalgic experience, in a time when you thought it had been lost. Get in touch with your inner driver and regain the joy of driving. Sparc | 04
05 | Sparc
Target Audience
Male / Female 30-55 years old
What We Know About Them: • Concerned with saving money • Family oriented • Value quality and practicality • Everyday, working people (9 to 5) • Environmentally conscious • Prefer functionality over design • Like the idea of innovation and technology, but feel it’s missing emotional value
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Brand Position
Sparc offers high quality, affordable, innovative automobiles. They highlight the individual driving experience, and the pleasure it brings. What sets Sparc apart from it’s competitors is the personal attachment the driver forms with the brand. Driving a Sparc car evokes a type of joy and nostalgia that no other car can. It has the reliability of a Honda, the comfort of a Lexus, and the social impact of a Prius. However, Sparc is its own one of a kind experience.
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Brand Qualities
Sparc’s Personality: • Thoughtful • Authentic • Optimistic • Genuine • Innovative • Sensible • Light-hearted • Free spirited
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Color Palette Sparc is a very warm and comfortable brand. Therefore, our color palette must emanate those feelings.The brand colors are inviting and relaxing.This puts the consumer at ease and allows them to fully enjoy the Sparc experience.
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Logo Road: connects the consumer with the road; it is specifically angled to the left to serve as a reminder of the joy of driving and to bring back past driving memories Shield: gives the overall feel of a automotive company, but at the same time pronounces a simplistic, yet joyful feeling towards driving
Star: signifies the spark of emotions that are associated with the brand and driving
Color: the sepia tone demonstrates the sense of nostalgia a person feels when connecting with the brand
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Logo Usage
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Do’s
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Don’ts
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Tagline
Simply Joyride
Changing the idea of driving from commuting to joyriding. Stress free, relaxing, fun, enjoyable driving.
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Tone Conversational, Simple
Attitude Optimistic, Inviting, Calm, Relaxed
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Typography
Zekton ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
GreyscaleBasic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Gill Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Sparc is about pushing boundaries and finding ways to make life better. Our fonts are meant to give the feeling of sophistication and innovation. They show that we are moving into the future, but without that typical futuristic sentiment. The fonts are simplistic, yet powerful to illustrate the stance we take towards life and how we strive to find creative ways to bring ourselves back to simpler times.
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The Open Road A winding road surrounded by the beauty of nature, the sound of music filling your ears, the wind blowing against your face. This is what real driving is truly about. Forget the gas station, forget the traffic, and forget the stress that you used to associate with driving. Sparc appeals to all of your senses and lets you focus simply on the ride. The open road is waiting for you... The Open Road is endless, optimistic, forgiving, inspirational, patient, loyal, passionate, inviting, spiritual, romantic, motivating, deserving, comforting, and adventurous.
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Car Models
Mentum
• • • • • • • • 29 | Sparc
Style: 4-door, front-wheel drive sedan Seating Capacity: five Acceleration: 0 to 60 mph in 6.5 seconds Top Speed: 95 mph Range: 500 miles Expected Battery Life: Eight years or 150,000 miles Battery: Custom microprocessor-controlled lithium-ion battery Charge Time: 3 hours
Mentum SE
• • • • • • • •
Style: 2-door, rear-wheel drive sport coupe Seating Capacity: four Acceleration: 0 to 60 mph in 3.5 seconds Top Speed: 115 mph Range: 500 miles Expected Battery Life: Six years or 110,000 miles Battery: Custom microprocessor-controlled lithium-ion battery Charge Time: 3.5 hours Sparc | 30
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The Extras Music • BOSE Speaker System • Pandora Radio • iPod Ready
Safety • Plastic Dent Proof Exterior Material • 360 Airbag Coverage • Dual ABS (Anti-Lock Brake System)
Comfort / Functionality • Personalized Seat Position/Firmness (according to height and weight) • Auto Tinting Windows (depending on amount of sun reflecting off glass) • GPS (Global Positioning System) (with traffic monitor)
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Car Colors Solar Eclipse
Victory
An otherwise common color made fascinatingly rare. Black from afar, but when closely examined you can feel the warm glow of the sun trying to shine past the dark cover of the moon.
Nothing shines brighter than gold. Ride down the streets with pride and honor as if you have just won the big game and are showing off your new, shiny gold medal.
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Silver Lining
Maze Garden
Every cloud has a silver lining, well here’s yours. Enjoy the better parts of life.
A winding path of trees and flowers provides the best landscape for the perfect getaway. Lose yourself in the beauty of your surroundings.
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Car Colors (continued) Lake Whisper
Pearly White
Serene feelings of floating on a lake bring about a sense of tranquility, just like driving down an open road where you can let all your worries pass you by.
Who doesn’t love to show off a bright, white smile? Now you can dazzle other drivers with your brilliant, new car.
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Red Delicious
London Fog
As instantly desirable as that one shiny apple hanging off the branch that’s too high to be picked, you too will attract the attention of others.
As mysterious and intriguing as real fog, draw other drivers into a trance as they take in the charisma of your car.
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The Dealership
Sparc cars are unlike any other on the road. Therefore, they cannot be sold like any other car. To give the potential customer a true feeling of choosing a unique vehicle, Sparc has created a unique dealership. Location Sparc dealerships are located in nontraditional dealership areas where the environment is scenic and relaxing. Never will you find a Sparc Dealership within a strip of other car dealerships.
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Customer Service The Sparc sales team is there for you, and you only. Because their salaries are not commission based, there is no unneeded pressure, or shady business transactions. They are there to help you with any additional questions, financing plans, and maybe an additional laugh or two.
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The Dealership (continued)
Architectural Design The last thing we want to do is make the consumer feel crowded and overwhelmed. Therefore, the dealership’s design is very open and spacious. The building is two-stories, with the garage on the first floor and the showroom on the second floor. The showroom is divided into two sections, the model showcase and purchasing offices. A 360-degree full panoramic window around the show room makes the consumer feel as though they are floating stress free among the clouds.
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The Vibe The Sparc showroom is unlike any other. It truly allows the consumer to examine and explore their potential vehicle without a commission hungry salesmen breathing down their neck. In fact, there are no salesmen at all in our showrooms. Sparc completely separates the business of buying a new car from the pleasure of the new car experience. Everything a consumer may need from a salesman, including requesting a test drive, can all be accessed from the information computer located next to each model. We want the consumer to relax and explore this car as though they are researching it from their home computer, except here they can physically touch it.
Office
Showroom
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Stationery System
The Sparc Business Card is a non-traditional card, which specifically represents the attitude of the company. We are not your ordinary car company, therefore, we want to show ourselves differently. The business card is not a flat, generic card, but one that the consumer must open, to symbolize the opening of a new and better world of driving. 41 | Sparc
The Sparc Letterhead and Envelope are the formal means of communication with consumers and for all other business transactions. However, it still incorporates the fun, carefree attitude of the car, but with more sophistication through the use of the open road watermark. Sparc | 42
Stationery System (continued)
The Brochure is designed specifically to evoke feelings of joy and nostalgia through the use of vibrant imagery. It is paired with details about Sparc and what the company is about. It incorporates simple language that invites the consumer to visit the website or dealership so that the they can further explore Sparc and how it can change their perception of driving. 43 | Sparc
The Sparc Postcard incorporates the nostalgic imagery and positive emotions that are associated with the experience of driving a Sparc car. It will be used as a friendly reminder to consumers that their cars are due for regular maintenance, but can also be used as an informal way to simply keep in touch. Sparc wants the consumers to feel appreciated and to remember that they are part of a special community of drivers. Sparc | 44
Sparc’s “Enjoy the Drive� campaign uses simple, yet evocative imagery paired with clever copy to emotionally connect with the viewer and remind them of the joy of the open road. The copy is made small on purpose and is not found in the forefront because the images should be the first point of contact and the focus of the ads.The selected images immediately put the viewer on the road and reminds them of how pleasing it is to joyride. After imagining themselves on the actual road, the copy is the second point of contact and works alongside the image to further put the viewer in a joyful state of mind.
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Sparc.com
Copy: Let the road take you. Tagline: Simply Joyride
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Copy: Ignore you inhibitions. Tagline: Simply Joyride
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Sparc.com
Copy: Bliss. Tagline: Simply Joyride
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Ambient This double layered ambient ad shows commuters how much more peaceful a ride in a Sparc car is than a crowded city train. The ad is made up of two separate sections. The first contains the side mirror image, copy, logo, and tagline, which are all stickers placed on the train window. The other section is a landscape mural placed on the subway tunnel wall and is lit up by ground lights. When the train passes though the tunnel it gives the riders the impression of taking a relaxing car ride. The copy reads “Enjoy your commute”and is paired with the tagline “Simply Joyride.”
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Web Banner
Frame 1
Frame 2
Frame 3: As you scroll over the web banner your mouse icon becomes your “car.”
Frame 4: You can switch the direction of the road by moving your mouse.
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Frame 5: You drive down the road and run into the Sparc logo.
Frame 7: Tagline “Simply Joyride.� A link then appears and allows you to go directly to the Sparc website.
Frame 6
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Sparc Online The opening animation screens.
Sparc online makes the experience of visiting a car website come to life. The information on the site is very clear and accessible. Bright colors and simplistic design elements make the site very inviting and user friendly. Everything is broken down into layman’s terms, which means there is no confusing car jargon. Everything is communicated as though you are talking to a friend.
Frame 1
Frame 2
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And in the end, it’s not the years in your life that count. It’s the life in your years. ~ Abraham Lincoln
Thank You.
Special Thanks To: Herman Francisco Delos Santos Transportation Designer
Tom Matano
Executive Director of Industrial Design Academy of Art University
The Joy of Driving