Ford Mach E- Brand Guidelines (Shahzada)

Mach-E Brand Book

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“Coming together is the beginning.

Keeping together is progress.

Working together is success.”

-Henry Ford

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1908 Ford introduces The Model T Model T put the world on wheels with a simple, affordable, durable automobile.

1954 Ford introduces The Thunderbird The T-Bird emphasized comfort and convenience over sportiness.

With its performance, design and distinctive porthole windows, the car would become a classic.

1964 Ford introduces The Mustang The Mustang came to define the pony car class. The Mustang was a huge success, and today it remains one of the fastest-selling vehicles in history.

2021 Ford introduces The Mustang Mach-E Built from all the passion of its iconic heritage, Mustang Mach-E is the new shape of freedom.

Contents

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07

Brand Adjectives

SWOT

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11

Creative Brief

True-Line

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Demographic

Branding

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26

Advertisments

Hoopla

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Emerging Tech

Global Strategy

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Modern Heritage.

We are redefining what it means to be close to our roots as we drive further towards the future. Our heritage matters to us. Modern Heritage allows us to share the iconic Ford legacy and attitude in a reimagined away. The perfect balance of past and present right in the power of your hands. Our story has lived for over 100 years and it doesnt stop here.

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Brand adjectives

Fast | Iconic | Exciting | Powerful | Premium

Re-Imagined | Hi-Tech | Seamless | Aerodynamic | Striking

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SWOT

Weakness:

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• The use of the iconic mustang name has upset some consumers • Constantly being compared to other EVs • Price is too high (for a non-luxury brand) • Battery Consumption is high during winter • Isnt the only America made motor brand • Limited model choices in EV’S • Limited Battery Range

Strengths: • • • • •

Improved driving experience in design and tech Unique innovations Has an iconic hertitage Different packages in Mustang Mach-E line Creates conscious consumers who impact and influence others to go green • Has loyal follwoing

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Threats: • • • • • •

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• •

Other EV vehicles/ crossovers Price point is high Hybrid Vehicals The brand loyal Mustang drivers may not understand the Mustang Mach-E crossover Not enough education in EVs Traditional Gas vehicals with more reliabilty and acceptance from consumers Other EV vehicals with drivers assit, and self driving features Other brands that have Amerrican Heritage/loyal followers

Opportunities: • Tap more into the EV market as a lifestyle brand • Future ICEV bans in countries and cities across the globe • American made brand • Focus on the long lasting ford heritage • Focus on the culture/values and how its shaped the community • Expand/ target US states with less EV vehicals • Market how ford can bring the “American heritage” to emerging markets • Focus on building a community of likeminded consumers • Shows strong lineage that has lasted • Get people excited about Americas history/ iconic moments through the brand

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Heritage [her-i-tij] noting or relating to a product, place, etc., that evokes a nostalgic sense of tradition or history:

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Creative Brief

Why does our client need to advertise?

The all new Ford Mustang Mach-E re-introduces the long-lasting heritage of the mustang but sets forth a new revolutionized future within the Mach-E.

What is the advertising going to accomplish?

To allow consumer to be a part of Ford’s legacy through its heritage yet be part of the Mach-E’s active cause for change towards the future.

Who are we going to connect with?

Connecting with likeminded consumers who have a strong sense of consciousness and community. They align themselves with Ford’s iconic heritage, values, and beliefs from past, present, and future.

What are the most insightful things we know about them?

These consumers have a strong sense of identity and passion. They want to see change in the future; to be part of the community that makes these differences. They want to be part of an active cause.

What is the single most effective message we can tell them?

The Ford Mustang Mach-E allows you to be part of the bigger picture.

What else is there to know that supports this message?

For 117 years, our history and heritage has been established on the principle to always build with pride and purpose.

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True Line

From our roo to the

ots

Road Icons Are Built Here.

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Nostalgia [nä-stal-je] A bittersweet yearning for the things of the past.

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Demographics

Who:

Why:

Early adopters/Early Majority. The early adopters are usually those who will purchase and acquire a product early on. They are influential and those who adopt to a product, innovation, an idea early on before the overall majority. They are constantly updated on current trends, Brands, products, are active on social media, and are technologically immersed.

These two demographics are the target audience that I am trying to reach. The early adopters are willing to try a product and innovation while the early majority is keener to invest within a trustworthy product. Ford provides innovative technology, and is adapting and adopting the eco-eco-conscious way of life and driving, and is providing consumers a way to become involved in the cause.

Early adopters also are willing to take a risk and spend capital and tend to create social influence and trends within the marketplace.

The Early majority are those who make purchases on massmarket appeal. They tend to want better research and resources/ acquired knowledge before making a major purchasing decision. Though they are not innovators, they are the average consumer in which they want to make sure they are investing in a wis trustworthy product.

The early majority are those who trust in Ford’s heritage and past linage. These consumers trust/use household names and have been since exposed to these products by their own parents or grandparents such as coca-cola, tide, levis jeans, Colgate, arm&hammer to name a few. These are consumers who invest in the trust and reliability of a brand and can also be early adopters from brands they love and trust. If a brand they have relied on for years releases a product, these are consumers who will cross the segmentation to adopt a product from a brand they are loyal to especially if they have an iconic history such as mustangs history within the new Mach-E lineup. These consumers are not less cool or trendy than early adopters, they make more conscious decisions on benefits and resources such as the amount of charging station available near them rather than making impulse buys. These consumers create a medium middle-class salary but will spend capital if they see the value. The value and provability within Ford is its heritage which has been tested and reliable for over 100 years.

Both of these Demographics incorporate traditional aspects within their daily life such as maintaining trembly traditions, holidays, college, and education while early adopters are more likely not to take traditional routes and take more risks.

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Christina Hall, 29 Hoboken, NJ Christina is a 29-year old who works as an interior designer in Manhattan but lives in New Jersey. She enjoys being able to experience the city but wants the ability to drive to hiking trails, the beach, and have the enjoyment of her car. She uses her car for work and for her hobbies.

Brandon Fisher, 34 Dearborn, MI Brandon is a 34-year old who has taken over his fathers local hardware store. He belives in the entrepenuriship of small family owned buisnesses and enjoys being part of his community. He’s often hauling various items and packages from his garage to his shop. He enjoys biking, hiking, fishing and grilling on a good day. He is an expecting father and enjoys being around his family.

Ashley Green, 27 San Fransisco, CA Chris Ashley co-owns a bakery with her sister in San Fransisco and is passionate about her Grandmas famous recipes. Ashley would like to share these recipes with the world and loves a “bite” of adventure. She loves jogging and biking over the Golden Gate and loves to drive to Muir Woods to explore the endless trails.

Chris Moore, 33 Englewood, NJ Chris works as a financial advisor at a local bank in New Jersey. He enjoys biking, hiking, and driving throughout the garden state with his dad and two brothers. Johnathan works in downtown Jersey City, just across the big apple. He commutes to work and enjoys the reliability and practicality of his vehical.

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Brand Profile

PMS 2033 C

PMS 2397 C

PMS 663 C

CMYK 19, 80, 71, 6

CMYK 79, 67, 45 ,31

CMYK 5, 4, 1 ,0

RGB 193, 83, 76

RGB 61, 71, 90

RGB 239, 238, 243

HEX #c0534b

HEX #3c475a

HEX #eeeef3

Bloodline Red

Heritage Blue

Crosswalk White

PMS cool grey 6 C

PMS Black 6 C

PMS 4138 C

CMYK 38, 31, 31 ,0

CMYK 0, 0, 0 ,100

CMYK 75, 59, 40 ,19

RGB 164, 165, 166

RGB 0, 0, 0

RGB 75, 91, 112

HEX #a3a3a4

HEX #000000

HEX #4a5b6f

Gravel Grey

Tire Swing Black

Nostalgia Blue

Vroom Vroom. We are exhilarating, we just want to zip boldly, fiercely, and quickly through the streets.

1234567890 | Acumin Variable Concept -Regular

Vroom Vroom. We are exhilarating, we just want to zip boldly, fiercely, and quickly through the streets.

1234567890 | Acumin Variable Concept -Bold

Vroom Vroom. We are exhilarating, we just want to zip boldly, fiercely, and quickly through the streets.

1234567890 | Acumin Variable Concept -Black

Vroom Vroom. We are exhilarating, we just want to zip boldly, fiercely, and quickly through the streets.

1234567890 | Acumin Variable Concept -Ultra Black

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Lineage [li-ne-ij] Direct descent from a particular ancestor; ancestry.

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Advertisments

Through The Legacy Ads, sharing our story and hertiage from the past , to the present, to the future is just one way to connect with consumers. Our journey has done over 100 years, countless miles and it doesnt end here. Our heritage is still being built.

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The Bloodline.

The Bloodline is about exploring our roots, our hertiage, and the roads that define us. The Bloodline is more than just the history of our cars, it is about the history of us as a nation. It is about exploring what makes us , us.

42.3223° N 83.1763° W where it all began

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The Bloodline x Maps

Hoopla

The Bloodline Campaign allows for consumers to use their Maps application to enter their desired route into their GPS which then takes them on their “Bloodline” journey once their trip begins. This journey allows for users to experience heritage on their journey in a personalized manner where suggestions are made along the way.

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The Bloodline x Maps x Spotify The Bloodline and Spotify Campaign is an extension of the Ford and Maps collabroation. Once Maps detects a change in location/region through your gps, The Spotify prompt screen will pop up allowing consumers to listen to the artists and music from the area curated by Ford.

Consumers can have a more meaningful journey on their bloodline and listen to the heritage of a genre or region.

Music is an essential aspect of American culture.

Our sound and history is like no other and has inspired artists globally. Let’s allow everyone to be part of this uniqully curated sonic experience.

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re-imagine [re-i-’ma-jen] To imagine again or anew. To form a new conception of (an event, work of art, etc.)

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Emerging Tech

Exploring the possibilities of new technology allows us to provide the experience of the past in your hands today. Modern Heritage can now come alive in a more personalized experience through each unique feature.

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Smart Windowshield Sometimes we dont always know the cool places around us. Maybe we are driving through an unkown place and just dont know about the local iconic landmarks, shops, parks, locations, etc. But with the Smart windsheild, an elert will pop on your screen when you are near an important landmark or interesting location. Through voice command you can easily navigate there. Perfect for spontaneous adventurers who are looking for the next cool thing to explore.

Heritage Henry Heritage Henry is more than just a mascot. He guides, assists, and has created a company that has a history of over 100 years. Talk about reliable! He can guide through voice assistance, make calls, listen to voice commands, alert you of low tire pressure, and much more.

He’s here to help any memebr of the Ford Fmily on and off the road.

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Iconic AR When it comes to cars, Ford has had some of the most iconic models to date and for each year every model has had something to offer. Now offering consumers the ability to customize their car with certain iconic aspects of each vehical such as the iconic 1968 green ford mustang gt, and even the ability choose certain tires will create a more personalized experience and final product. Consumers can build their car and experience it in an AR setting before they order/purchase. Creating an individualized experience by integrating heritage and offering an immersive AR experience to do so, will allow consumers to be apart of our legacy while building their own . So buckle up and start designing.

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pioneering [paie-nirin] develop or be the first to use or apply (a new method, area of knowledge, or activity).

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Rich in history and culture, both the Byzantine and Ottoman Empire can trace its roots to Constantinople (modern day Istanbul).

Ford’s global expansion will allow consumers to experince two unique cultural and historic icons; Ford’s embodiment of true classic Americana and Turkeys iconic landmarks.

Global Market

Turkey is known to offer unique activities and travel experiences like no other due to its vast layout connecting East and West. So why not give them the whole experience with a cultural twist through our Global Americana Tour.

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Exploring An Empire The Exploring An Empire Campaign allows for consumers to explore the heritage of Empires that have left their mark in Turkey.; Byzantine, Roman, and Ottoman influences have roots and histroy in Turkey. Consumers can follow a map of landmarks and embark on a journey of heritage and a legacy that will never be forgotten.

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Turkish Safari Rich with vast iconic and historically significant roads, Turkey has many natural wonders that are meant to be explored. Cappadocia, unique for its rock formation roads and valley’s provides the perfect off-roading trails set against the backdrop of its Hot-Airballooning adventures.

The Turkish Safari offers consumers, travelers, and adventureres to rent out unique and nostolgic American vehicals for offroading, trailing, and crusing expreinces. Offered in the unique and iconic location of Cappadocia, you can now expereince the blend and rich heritage of two cultures.

Mach-E Aurelius The Aespendos Theater, located in Turkey is a historic monument and a well preserved Roman theater from the reign of Marcus Aurelius. Sit back and watch Iconic Americana at the Aespendos Amphitheater and enjoy entertainmet as you would have during the reign of the Roman Empire. Experience the blend of cultures both old and new like never before.

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Quality means doing it right when no one is looking.

-Henry Ford

© 2021 Alisha Shahzada All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Alisha Shahzada. The only exception is the name of the Brand and the logo of the Ford corporation which was provided by the Ford Motor Company Press Kit, Apple Maps, and Spotify.

Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University Photography provided by Unsplash, Pexels, Pixabay, Alisha Shahzada, and are used in accordance with the Standard License, Unsplash, Pexels, & Pixabay License. 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 United States of America.