MUSTANG MACH-E BRAND GUIDELINES
What’s right about America is that although we have a mess of problems, we have great capacity - intellect and resources - to do some thing about them.
— Henry Ford
Contents .
01
RESEARCH BRAND ADJECTIVES
10
SWOT
12
CREATIVE BRIEF
14
TRUELINE/TAGLINE
16
DEMOGRAPHIC
22
02 03
BRAND GUIDELINES FONT
30
COLOR PALETTE
32
VISUAL EXTENSIONS CREATIVE CONCEPTS
38
HOOPLA
42
GLOBAL MARKET
46
EMERGING TECH
52
RESEARCH .
01
BRAND ADJECTIVES
10
SWOT
12
CREATIVE BRIEF
14
TRUELINE/TAGLINE
16
DEMOGRAPHIC
22
01 Research | Brand Adjective
Brand Adjectives .
Sophisticated
Affordable
Quick charge
Sleek
Unconventional
Premium
Sustainable
Modern
Family-friendly
Comfortable
01 Research | SWOT
SWOT . 100% electric car 100% SUV. Eye-catching exterior design. Tech-focused interior. Three different driving performances to choose Whisper, Engaged and Unbridled. Quick battery charge. Cheaper price comparing to other luxury electric cars.
Unsettled ride quality. Heavy weight of the batteries. Still lack of charging areas. Unsatisfactory artificial engine sound (V8)
12
“FordPass” - the app that has enormous potential to have the owners a better experience. Increase of charging place. Innovative technology for the future generation. A wide range of target audience. High expectations for new technologies to come.
High competitions (e.g. Tesla, Audi, Mercedes-Benz) Disappointment of less ‘iconic’ design (too far from ‘traditional’ Mustang) Increased car price
13
01 Research | Creative Brief
Creative Brief . Why does our client need to advertise? Ford’s new release of Mustang Mach-e will take a new step to innovative and futuristic approach taking with rooted brand heritage. It could be challenging, but it’s going to mark significant moment in the long history of Ford company for sure. And our clients are going to take an important role on making a new history.
What is the advertising going to accomplish? It will make customers want to be special as they lead a new car generation. And customers who drive Mustang Mach-e must be standing out and will be proud about it.
Who are we going to connect with? Ford’s devoted customers and numerous potential customers who are aware of environment and evolving technology.
What are the most insightful things we know about them? Ford has been maintaining the position of top-class and reliable vehicle brand for a long time. Customers who are seeking for innovative technologies and trustworthy brand would settle down to Ford Mustang Mach-e.
What is the single most effective message we can tell them? Ford Mustang Mach-e won’t just be a brand new car, but it will offer customers a pride, satisfaction, and fulfilling drive experience.
What else is there to know that supports this message? Like as “Go Further”, the brand slogan, Ford is not staying in the present, but pursuing more than that to provide the best ride to customers.
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01 Research | Trueline/Tagline
UNBRID — TRUELINE
DELDED.
01 Research | Trueline/Tagline
A NEW CAR GENERATION. — TRUELINE
01 Research | Trueline/Tagline
YOU DESERVE TO BE PROUD OF EVERY DRIVE. — TAGLINE
01 Research | Demographic
Demographic .
Who?
Why?
Ford Mustang Mach-E is targeting to young workers of age between 25-35 living in urban area. Young workers who are earning regular income would be manageable to purchase Ford Mustang Mach-E and manage the running costs of the car. To be more specific, these young early adaptors who are interested in automobile field and acceptive of new products are qualified as our target audience. Lastly, their active lifestyle of going outdoor activities and traveling is great matching with our campaign as well. They won’t need a car just for commuting. They would enjoy driving out of city where they can run along the open road.
We are targeting to people who are well-matched to our modern and futuristic aspect of Mustang Mach-E. These people have a wide knowledge of auto industry and they are willing to adapt to new technology earlier than other. As the purpose of our campaign is to encourage people to be proud on the road, we offer them to have a fulfilling and carefree driving experience. The value of Mach-E is perfectly eligible for people who like to go to drive and refresh themselves by feeling the breeze from the car window.
01 Research | Demographic
— PROFILE 1
Kathy 28 years old Marketing Manager New York
Kathy lives in New York and most of her day working in the big city is busy and crowded. She likes to drive to suburbs when she has a day off. She is outgoing and energetic person, she loves spending her spare time with outdoor activities like hiking, camping, and playing tennis. Also, she is very tach-savvy and she knows almost everything about modern technology.
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— PROFILE 2
Brendan & Susan 33 & 31 years old Owner of a Brunch Cafe Portland
Brendan and Susan are young couple and they run a brunch cafe together. They have a cute 4 year old daughter named Mia. On their day off, they usually go to picnic and have family time. Since the brunch cafe gets popular among locals, Brendan and Susan have a hectic schedule. Now, they seek a relaxed lifestyle and they want more time to have family activities.
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BRAND GUIDELINES.
02
FONT
30
COLOR PALETTE
32
02 Brand Guidelines | Font
Fonts.
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Gotham. Gotham Black Brown jars prevented the mixture from freezing too quickly.
Gotham Medium Brown jars prevented the mixture from freezing too quickly.
Gotham Book Brown jars prevented the mixture from freezing too quickly.
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02 Brand Guidelines | Color Palette
Color Palette .
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PATRIOT BLUE PANTONE 648 C C:100 M:69 Y:0 K:56 R:0 G:46 B:93 HEX: 002E5D
SCARLET RED PANTONE 485 C C:0 M:95 Y:100 K:0 R:218 G:41 B:28 HEX: DA291C
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VISUAL EXTENSIONS .
03
CREATIVE CONCEPTS
38
HOOPLA
42
GLOBAL MARKET
46
EMERGING TECHS
52
03 Visual Extensions | Creative Concepts
Creative Concepts .
38
The creative concept idea came up from our brand tagline, “You deserve to be proud of every drive.” This involves the meaning that you bright the way wherever you go by driving Mach-E. Making drivers be proud to themselves as a forerunner of electric car is our ultimate goal of Ford’s new approach. The following three images are the visualization of our tagline, the sunshine follows path of the car, and there’s bright future where the car is heading to. Putting these images on the billboard on the highway would be a great advertisement method to say hi to Mach-E driver and remind them driving with pride.
— Creative Concept Idea 1
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03 Visual Extensions | Creative Concepts
— Creative Concept Idea 2
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— Creative Concept Idea 3
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03 Visual Extensions | Hoopla
— Hoopla Idea 1
Hoopla .
Flower LED Floor Display Placing a floor LED interactive display at the main square in the city. And when people step on the LED floor, the flower will bloom and surround them, and the flowers will follow the path anywhere they walk. This contains the meaning that any direction you are making is right, and the future is bright.
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— Hoopla Idea 2
Photo Booth Setting a photo booth at the place where people are crowded like main city square or subway station. People will take a photo of themselves and get a photo card with the text “Be proud of yourself” or “A New Generation” below the empty space of the card. Also, placing some accessories like funny headwear or message cards inside the photo booth. So that people will play around and have more fun while taking a photo.
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03 Visual Extensions | Hoopla
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— Hoopla Idea 3
QR Code: Puzzle Mission Putting QR codes that contain piece of puzzle of Mach-E in random places in the city. People are going to find out all QR codes and complete the puzzle of Mach-E. This idea would be great way to interact with audiences and they will have a change to look at detail design of Mach-E. This entertaining experience will allow audiences to have fun and find a new great spot in the city.
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03 Visual Extensions | Global Market
Global Market .
46
Canada
Research
Opportunity
The Canada electric car market is estimated to increase at a Compound Annual Growth Rate of more than 20% during the forecast period. Supportive government regulations and subsidies by the government due to environmental concerns is one of the major factors contributing to the growth of the EV market in the near future. During the forecast period, sedan electric car is expected to have major market share. Moreover, SUV will show significantly growth during the forecast period.
Launching Ford’s Mach-E would be fitted for getting through Canada market based on Canada’s high potential of growing EV market and preference of SUV. The majority of automobile brands has been already investing on EV market in Canada. Ford’s new release of EV car with proven high technology will be a great opportunity for entering Canada market.
The companies which are contributing significantly to the EV market include Tesla, Hyundai, Volvo, Audi, BMW, General Motors, Toyota, Volkswagen, and so on. The market players are considerably contributing to the market growth by adopting various growth strategies including new product launch, merger and acquisition, collaborations with government, and technological advancements to stay competitive in the market.
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03 Visual Extensions | Global Market
1. As ice hockey is the most popular sport in Canada, exposing Mach-E used for Canadian television presentations of the National Hockey League. Hockey Night in Canada broadcasts on CBC Television on every Saturday night. Saturday night is mostly time for a family, so Ford will advertise Mach-E as a family-friendly car. Also, Ford will sponsor a specific hockey team, and will show the feature of Mach-E on a big screen display and billboard in the hockey link.
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2. In each period of hockey game, the screen displays the advertisement of Mach-E in special way. During the first period, the screen displays typical Ford car or truck which is that what Canadian generally think of Ford. And in the second period, the screen will advertise the sleek and modern design of Mach-E, but without Ford’s logo. And in the last period, screen displays another advertisement of Mach-E emphasized its luxurious design, then finally shows a big logo of Ford at the end.
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03 Visual Extensions | Global Market
3. Introducing Mach-E at the Canadian International Autoshow. There would be lots of cars show off its cool design and high performance. Ford will rather more focus Mach-E as family-friendly car for specific audience. Ford will decorating the space around Mach-E like a home parking. And set some picnic supplies and a baby seat in the car like it is ready for a picnic. Ford will emphasize how Mach-E is safe in driving and having enough space to put many stuffs.
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03 Visual Extensions | Emerging Tech
Emerging Tech .
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— Emerging Tech Idea 1
Biometric Ford is developing biometric technology inside the car to prevent accident in any emergency situations. Drivers don’t always drive a car with perfect condition. Sometimes, they have to drive when they feel exhausted and sleepy, which is very dangerous.
The Iris and motion scan from windshield, and the heart rate measurement system on the steering wheel will check driver’s condition. And when it detects the driver seems unstable, the navigation will suggest destination to the rest area nearby or automatically switch to self-driving mode.
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03 Visual Extensions | Emerging Tech
— Emerging Tech Idea 2
Wireless charging on the road Ford is introducing a new innovation of battery charging, which is the wireless charging system on the road will avoid the limited battery for long hours driving. Since the sales of electric vehicle are increasing within eco-friendly movement, Ford is looking ahead the future of electric car.
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There are some ideas to overcome current battery limitation problem: wireless charging parking lot and charging by solar energy. However, these aren’t the most effective method to solve this problem. And our idea came up with the extension of wireless charging parking lot. Letting electricity go through on the road, so the car will be charged during driving. It may avoids the car stopping by station to recharge for a long time, and drivers won’t have trouble when there’s no nearby charging station.
— Emerging Tech Idea 3
Smart car seat Another extension technology in drive safety, Ford’s smart car seat is the vibrating system on the diver’s seat will alert warning signal and keep the driver awake from drowsiness. There are much more interactive functions available in smart car seat like massaging, custom seat control and premium audio system. Smart car seat will allow drivers have a comfortable experience.
Smart car seat idea can extend to hearingimpaired drivers as well to guide them drive safe with vibration signals. Ford’s Mach-E is not just for ordinary people, it’s for all. Our technology is reaching out to make everyone to have same experience and fulfilling the same expectation.
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© 2021 Boyeon Kim All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Boyeon Kim. The only exception is the name of the brand and the logo of the Ford, and the images of Mustang Mach-E provided by the Ford Motor Company Press Kit.
Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University
Photography provided by Unsplash and Pexels in accordance with the CC0 License and Unsplash License agreements. 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 South Korea