T
intro
he Fiat 500 is more than just a car. It made history. It gave Italians the ability to move freely and with stylish confidence as they recovered from World War II. Deeply rooted in Italian heritage, the Fiat brand was reintroduced in March of 2011 in North America, bringing something truly unique to the marketplace (Fiat USA, 2013). The main competition for the Fiat 500 Pop is the Mini Cooper, the Smart Electric Coupe, and the Scion IQ. What makes the Fiat 500 different from its competition is that it is deeply rooted in Italian history and is built with innovative Italian design. The target audience is men and women in the age range of 25-45 years of age who live in an urban environment and enjoy the finer things in life. They are tech savvy fun seekers who care about the environment. They also appreciate and is an enthusiast of vintage style, and has a love for mid-century modern design. The goal of this campaign is to welcome back the Fiat 500 to North America and to make the consumer desire its Italian modern design and style, thereby increasing sales.
02
toc 1.0
Research
Objective Abstract Client Brief Target Audience Campaign Persona SWOT Analysis
2.0 Style Guide Logo Standards
Color Images & Textures Type Standards Tone & Voice
3.0 Creative Development Print Ads
Logos & Logotypes Moodboard Toolbox Website
4.0
Final Designs
04
Objective Abstract Client Brief Target Audience SWOT Analysis
1.0 Research
07
Objective T
he goal for the campaign is welcome back the Fiat 500 to North America and to make the consumer desire its stylish, modern, Italian design. What makes the Fiat 500 different from the competition is that it is deeply rooted in Italian heritage. I plan on doing this buy really showcasing where the Fiat 500 came from and where it is today in North America.
08
09
B
Abstract
y focusing on the Fiat 500 Italian heritage, as well as its Italian design, convenient size for the urban lifestyle, this rebranding will highlight the Fiat 500 stylish individualism and will thereby set the Fiat 500 apart from its competition. The rebranding will include a website with interactive capabilities, television ads, and print ads. The look and feel will be consistent across all media platforms and will be colorful and fun, just like the 15 different color choices that the Fiat 500 gives the consumer. The font choices will be clean and simple san serif fonts, with a bold style for emphasis. Arial was chosen for the clean simple nature and it legibility. The fonts chosen for the logo and for the tagline have more style than Arial, but are still legible. Aster and Knarfart were chosen for their mid-century, yet very contemporary feel. This is perfect for the theme of the campaign which is, “The Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.� The Fiat 500 campaign will be easily recognizable and memorable with a consistent look and feel. Part of the rebranding and messaging will be showing off the innovative design that Italy is known for and how the Fiat 500 will fit the lives of the consumer, which makes the product desirable. The goal of this campaign is welcome back the Fiat 500 to North America and to make the consumer desire its stylish, modern, updated and customizable features, thereby increasing sales.
10
11
Client Brief
T
he Fiat is more than just a car. It made history. It gave Italians the ability to move freely and with stylish confidence as they recovered from World War II. A liberating form of self-expression, the Fiat was built to satisfy the consumer’s insatiable love for each day. “For Fiat Fabbrica Italiana Automobili Torino (Italian Automobile Factory Turin) a company founded in 1899, this was a rebirth. Today, the Fiat brand stands for discovery through intense individualism. It encourages people to be in charge of their lives, live assertively and celebrate the smallest of things with infectious excitement. That philosophy is embodied by the North American introduction of the Fiat 500, or Cinquecento — a small car that lives big. The Fiat 500 Pop is synonymous with modern simple design, blending form, function and a pride of ownership that is genuine” (Fiat USA, 2013).
12
13
Target T
he target audience is men and women in the age range of 25-45 years of age who live in an urban environment and enjoy the finer things in life. They are stylish, tech savvy fun seekers who care about the environment. They also appreciate and is an enthusiast of vintage style, and has a love for mid-century modern design.
14
15
swot 16
Logo Standards Color Images & Textures Type Standards Tone & Voice
2.0 Style Guide
19
logo T
he family of Fiat 500 logos collectively represents the brand. They are the visual expressions of Fiat’s personality. The three variations of the logo share many common elements and are each designed with specific applications in mind. Use each logo in accordance with these guidelines to generate a consistent experience that reinforces the Fiat 500 brand. The Corporate Signature should breathe. Providing the right amount of clear space around the Signature makes it easier to distinguish and reinforces the status of the Fiat 500’s identity. The required amount of clear space to ensure maximum visibility and legibility is determined by the X Measurement. The rationale for the designs were to keep it simple and to stick with tradition. Because the campaign is focused on the Fiat 500 being of Italian heritage, and that being the differentiation from its competitors elements of Italy were brought in. The goal was to incorporate the flag or the flag colors to the logo. Th logo reflects a modern design as well as an updated version of the bull featured on the Turin flag, where Fiat®, Fabbrica Italiana Automobili Torino (Italian Automobile Factory Turin) was founded in 1899.
20
500
x
x
x
x
x
x
Minimum Size: 1.00� or 72px wide
500
500
500
Minimum Size: 1.78� or 128px wide
x
x
x
500
x
21
x 500
x
x
x
500 x
x
500
500
500
500
fiat500 500
22
T
Color
he colors of the campaign go through a transition to represent the beginning of the Fiat 500 back in Italy, and its transition back into North America. I chose muted colors to capture that vintage feel of the Fiat 500, “Color� shows the fun, upbeat, modern feel of the rebirth into North America. The bright colors I chose represent style, fun and modern design.
23
24
Images T
he look and feel of the images and textures for the campaign are to show how deeply rooted Italian heritage of the Fiat 500, and its recent rebirth to North America. The images convey the brand essence by showing the birth place of the Fiat 500 with images of Italy and textures and its hip, stylish resurrection with modern bright colors and style conscious consumers.
25
type T
27
he type of fonts that will be used for body copy in the campaign will be utilitarian. “A utilitarian font is a font that has a pragmatic rather than a decorative function. A utilitarian font is easy to read and highly legible.” (Ambrose & Harris, 2010). I chose Arial for the clean simple nature and it legibility. The fonts I chose for the logo and for the tagline have more style than Arial, but are still legible. I chose Aster and Knarfart because they have a since of mid-century modern feel to them, yet very contemporary. This felt perfect for the theme of the campaign which is, “The Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.”
Headline: aster Subhead/Body Copy: Arial Bold, Arial Regular knarfart: Regular
Helvetica: Light Oblique
500
28