Ford Mustang MACH-E: Brand Guidelines

Ford mustang mach-e Brand Guidelines

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brand keywords creative brief demographics swot font pairing color palette true line creative concepts hoopla international outreach emerging media

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contents

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brand keywords

sustainable Venture into the future, guilt free. Establish the road to resilience, and drive honestly.

Head-turning The timeless ‘Stang with a nuanced twist drops jaws, stops shows, boggles minds—you know, all that jazz—get used to it.

High-Powered Power of the future, soul of a ‘Stang. Experience what true horsepower feels like.

REBELLIOUS, FREEING, REDEFINED, & ADVANCED

creative brief

Purpose Introducing and establishing the first Ford vehicle of its kind into the market.

Goal The objective is to familiarize consumers with the new make and model of the new EV Mustang.

Audience We are connecting with the eco-friendly individuals that want to protect and support the enviornment in style.

Insights These are enviornmentally conscientious individuals that tend to stay true to products of the US. They are always up to date on the latest technology, and love the possibilities of the open road.

Single most important message The Ford Mustang MACH-E has the emissions of an EV, with the timeless power of a ‘Stang.

Supporting facts The Mustang MACH-E is the first SUV Mustang, as well as being the first Ford EV vehicle. The MACH-E is equipped with the latest technologically advanced features, making it a true competitor in the EV market.

TRANSITION

Demographics

Joshua

Rachel

Seattle, WA

Newport Beach, CA

Age: 30

Age: 24

Newlywed

Single

Software Engieer

Web Developer

Analytical

Free spirit

Tech Savvy

Compassionate

Loyal

Quirky

Minimalist

Spontaneous

“ ” I’d say I am an analytical thinker, and problem solver more than anything. I enjoy troubleshooting things just to get to the root of the issue. Usually, I find the issues tend to simply be routine things that just got overlooked — which is exactly why paying attention to detail is so important to me!

“ ” I’ve always been a “go with the flow” kind of girl. I recharge by driving down the coast.

I do, however, tend to “recharge” myself a bit too often. A car that has no problem keeping up with my adventurous spirit, without breaking the bank on gas would just be absolutely perfect!

walker

Sydney

Waco, TX

Eugene, OR

Age: 33

Age: 29

Married

Engaged

Brewmaster

Ecologist

Family man

Passionate

Down to Earth

Driven

Loyal

Eco-friendly

Sporty

Mindful

My first car was a Ford pick-up I had bought senior year of high school. Man, I tell ya—I loved that old truck, but holy cow! The thing was an absolute gas guzzler! Another downside was how I couldn’t fit a carseat in it when my daughter came along. I had that truck for years. I couldn’t tell you how many memories were made due to that pickup—which is why Ford holds a special place in my heart.

I’m so fortunate to live in such a beautiful state, along a stunning coastline. It truly makes me so sad to see people treating our planet in such poor ways. I’ve made it my number one mission to minimize my carbon footprint as much as I possibly can. I have zero control over other people’s actions except my own, so I mine as well make them count!

s.w.o.t.

Strenghts - Adaptability features - Diverse models - Innovative technology - Durable vehicles - Recognized globally - Historic lineage

Weaknesses - Product recalls - U.S. market dependant - High cost vehicles - Demand out numbers supply - Poor reputation

opportunities - Short-term rental services (like Zipcar) - Expand eco-friendly vehicle features - Work towards autopilot standard capabilities - Increase production to meet demand - Strategically source materials to lower prices

Threats - Constant fluctuating oil prices - Widespread adoption & variety of EVs - Raw material prices are rising - Young people are driving less than before - Tech firms working on driverless cars

font pairings

Primary typeface

The typeface Rift is used for the display typeface.

It is a strong, condensed, sans-serif design. Available in an uppercase-only typeface, Rift represents the modernity and strength of the Ford Mustang Mach-E.

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Demi Italic Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

A RIFT

Cap-Height

Baseline

Secondary typeface

The typeface Interstate is used as the body copy. It is a legible sans-serif, inspired by the sinage used on United States Fereral Highways, making it highly suitable as the contrasting font.

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Extra Light

abcdefghijklmnopqrstuvwxyz

Ag Interstate

Cap-Height

X-Height

Baseline

Descender

Color Palette Royal Blue

Azure

Raw sienna

PMS 7687 c

PMS 7455 c

PMS 7412 c

CMYK C: 100 M: 88 Y: 23 K: 8

CMYK C: 86 M: 71 Y: 0 K: 0

CMYK C: 16 M: 51 Y: 92 K: 8

RGB R: 34 G: 61 B: 122

RGB R: 57 G: 91 B: 169

RGB R: 209 G: 137 B: 34

HEX #223d7a

HEX #395ba9

HEX #d18936

The mult-trick pony.

Creative Concepts

Twitter campaign: #multitrickpony

In keeping with the multi-functional technology capabilities featured in the Ford Mustang MACH-E, Ford will highlight its multiple functions in the spirit of celebrating people’s multiple talents—like a virtual talent show.

Twitter users will be encouraged to post videos and photos of them showing off their multiple talents, using the hashtag #MultiTrickPony for a chance to be featured in a nationally aired commercial spot revolving around the promotion of the Ford Mustang MACH-E.

TA LE NT

#MultiTrickPony

SH -OW

More than just “a billboard” Through an app downloadable from the app store, players will be able to use their phone as a steering wheel to race a MACH-E against the clock across a multi-terrain virtual course. After the race has concluded, the player’s time will be displayed to share on social media, challenging their friends to beat their high score. Scores will be kept and displayed even after the player walks away from the billboard, enticing passerbys to stop by and try to reach the top of the leaderboard.

ford mustang mach-e fair A traditional fair... but make it MACH-E themed, sponsored

by Ford. This is a multi-functional event the entire family can enjoy. While kids ride ponies, parents can test drive the MACH-E. This isn’t just your every-day, run of the mill test drive in which drivers cruise around the block. A specially constructed course mimicking the various terrain this vehicle can handle will prove the MACH-E can hold its own anywhere. With VR, 4D, and high tech games revolving around driving the MACH-E, there’s something for everyone. Mini Mustang MACH-E bumper cars, pony rides, and even an exclusively tailor made ferris wheel—modeled after an actual MACH-E’s wheel will surely be one for the books.

FORD FAIR MUSTANG MACH-E

hoopla

Nationwide contest “The MACH-E Manhunt”

good luck

A nationwide scavenger hunt in major cities across the country will help build the hype around Ford’s latest electric Mustang. The objective? Search for a Mustang Mach-E, stolen by the Mastermind, Gas Hog. At dawn, scavengers will have to arrive at a participating Ford dealership for their first set of clues. The rest of the clues will be left up

Clue #8 is hiding somewhere along the city’s eastern shoreline.

Home of this 60-foot weapon of love.

to the players to find (with the aid of Snapchat and Twitter).

Clues posted by the Gas Hog will keep people on their toes, as well as drive traffic to Ford’s Twitter (hijacked by the Mastermind). Mysterious Snapchat videos showing snippets of the MACH-E’s location, will be sent by the Gas Hog to taunt the players.

The sum of the first two digits, and the product of the last two digits of the year this iconic landmark was constructed... ... is the address of the location where Clue #9 is hiding.

tailgate pop-up

“The MACH-E Mukbang”

One of the MACH-E’s utilitarian features is it’s front trunk (a.k.a. “frunk”). The frunk’s waterproof lining, and drain plug offers nothing other than the perfect tailgating or camping hidden gem to store food, beverages, and ice.

There is no better place to show off this feature, other than at sporting events. On football or baseball gamedays, a lineup of MACH-E’s will be parked, tailgate ready. With some frunk’s filled with ice and cold beverages, while others are packed with various classic tailgating foods (hamburgers, hotdogs, wings, bags of chips, etc.), it’ll be obvious the MACH-E’s frunk storage possibilities are endless, as well as invaluable to any serious tailgater.

innovative merch “MACH-E Versatility”

This isn’t your average merch, no, this is Ford branded multifunctional merch that goes far beyond just apparel.

Ford will be releasing an exclusive product line, available online or in dealerships. The line includes innovative items and devices designed to have multifunctional functions.

Best part? All materials sourced for manufacturing these products are eco friendly. Products include all sorts of random objects from simple swiss army knives, to water bottles with compartments for credit cards and cash, to coolers that extend into mini tables. This promotes the versatility equipped with in the MACH-E, as well as put out collectable useful items.

international outreach

International outreach

italy

“The Electric Route”

Taking advantage of Italy’s stunning landscape, Ford will electrify it’s most notable scenic routes, equipping them with charging stations for MACH-E drivers. Each station will be tagged with the ability to check-in and earn a horseshoe. Horseshoes can be accumulated and redeemed to gain access to exclusive access to social events featuring live music and catered food, hosted at wineries on the countryside, art museums, and locally favorite restaurants.

italy

“The Italian Cultural Campaign ”

Its no secret Italy is known for its large families, art, and

the dinner table isn’t the only place where memories are made.

Mustang MACH-E

food. These advertisements would embrace the rich Italian culture, while integrating how the MACH-E seamlessly fits into the lifestyle.

gioie della tavola auto Mustang MACH-E

food sustains a healthy body. the mach-e sustains a healthy planet.

Mustang MACH-E

Italy

PR Stunt: “The Stampede”

The Autostrada Italian highway, once built to accommodate horses and carriages, now serves automobiles. Its time for Mustangs to return back to the roads. Rome’s central hub, the Piazza Venezia, will be the location of the Mustang MACH-E stampeed. As many as twenty Mustang MACH-Es will drive through the streets of Rome, as well as around the famous Piazza Venezia. At the end of the route, a MACH-E “stable” will be constructed, serving as a pop-up for people to come by and get information on the MACH-E, as well as the option to test drive one on the spot.

Emerging media

all-in-one app: “At home and on the road” The Mach-E uses machine learning to adapt and learn the user’s preferences overtime.

Using this concept, Ford can launch an app that syncs all the user’s selected smart home devices to their Mach-E vehicle to truly shape the driver experience to their exact preferences down to their music, temperature, lighting, and notifications.

Humorous app: “The Mach-e compatibility” How Well Does Your Partner Know You? The Mach-E uses state of the art pioneering new technology to shape the driver experience on the road with its highly customizable experience.

Learning your exact preferences, the vehicle makes itself fit for virtually every road, adventure, and person--but is it more intuitive than your partner? Ford can release an humorous app that quizzes partners, friends, family on how well they know their loved ones.

augmented reality: “the look-a-like” It’s always a unique sight to see a person’s dog have the same characteristics as them. What if people started to have the same characteristics as their vehicle, too? Ford can release a fun AR experience that allows the user to customize their Mach-E of their dreams, and then go and edit a photo of themself.

Users will have fun exploring the endless different looks that can be sparked by their own imaginative MACH-E creation and design.

Copyright 2020 Kasandra Coronado All content for Ford Mach-E: Brand Guidelines was conceived, written and designed by Kasandra Coronado.

Photography provided by Kasandra Coronado, Unsplash, Pixabay, Shutterstock, Ford and in accordance with the License agreements of these parties.

Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA. (or country where printed)