MACH-E BRAND GUIDELINES
A CONTEMPORARY LEGEND Classic Style for the Modern Age
CONTENTS
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Research
12 OUR PURPOSE 15 OUR ASPIRATION 20 CUSTOMER PROFILES 28 BRAND ADJECTIVES 32 S.W.O.T
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38 CREATIVE BRIEF 40 TYPEFACES 44 COLOR PALETTE 46 CREATIVE CONCEPTS
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54 HOOPLA 60 GLOBAL OUTREACH 66 EMERGING IDEAS
Creative
Extensions
Research
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OUR PURPOSE
To drive human progress through freedom of movement
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To become the world’s most trusted company
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OUR ASPIRATION
things, is that of their ability to make the world a better place in which to live.
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The only true test of values, either of men or of
Henry Ford Founder, Ford Motor Company
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CUSTOMER PROFILES
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Micah Allen
Brooklyn, New York
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My schedule is always hectic, and weekends are often busy with open houses. Therefore,
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43-year old successful real estate agent, loving husband, and father of two boys vacation time is critical to bond with my boys and show them all our country has to offer.
We enjoy taking our bikes along as well as spend a leisure day on the beach playing games. We love day trips as much as road trips, so we strive not to overwhelm the planet by driving high mileage cars. Efficient and spacious is the name of the game.
Tina Buchan
San Francisco, California
I work long hours during the week and travel for business often. Yet I highly value work/life balance. When I am not working, I love spending time with friends exploring nearby state and county parks and beaches. I surf, run, and mountain bike, so I always need room for my toys. I shop local and support non-profit organizations, focusing on sustainability and nature. I would love to have a dog one day and my car should allow for taking my pup for a run on the beach.
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39-year old single financial analyst striving to find time to explore nature and all it has to offer
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Alicia Bocher
Raileigh, North Carolina
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Balancing work and family life is tough. I am discovering all the elements of parenting and would like to create a safer and cleaner world for my kids. Sustainability and safety are essential to me. On weekends I love to venture out of town with our little one. Having space for all the baby gear is essential. I plan to have more kids, so having room for five is important. Reliability and safety are among the things I value in a car.
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31-year old married nurse in a busy medical practice, who is a new parent of a baby girl
Miles Veis
Portland, Oregon
My work is also my hobby and I enjoy long hours at the office. My colleagues are my family.
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26-year old single software engineer working for a high-tech startup who appreciates personal freedom I enjoy spending time with friends and colleagues visiting music festivals and fairs. We often venture out of town to explore small towns and wineries. Being able to fit enough people in my car is essential. I also enjoy my freedom and love to take my car for a fast rides along the Oregon coast. It liberates my soul and helps me recharge. Life is all about balance.
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BRAND ADJECTIVES
sleek sustainable refined performance-inspired stylish powerful innovative versatile vigorous 29
S.W.O.T Strengths • Legendary fan loyalty • Designed and made in the USA • Versatile all-electric crossover • Modern eye-catching design
Weaknesses • Late release on EV car market • Modern design not welcomed by fans • High price • Cultural attitude of the audience
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Opportunities • Free use of charging station network • Advancement into self-driving technology • Complete car+maintenance+insurance package • Modern car accessories line to fit the image
Threats • Imprinted brand image • Lack of popularity for crossover as a speed car • Fails to gain popularity as a global brand • Rise in production of EV and newer technologies
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Creative
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CREATIVE BRIEF Objective The legendary pony is here with an eye-catching modern design offering an entirely new way to ride. Trends in sustainability and technology advance, so does our brand. Our goal is to enter the competitive EV market creatively by introducing an entirely American-made electric crossover. Ford Mustang Mach-E is the vehicle of the future; it is as convenient and sustainable as the modern age requires and is dynamic and exhilarating as our legendary original.
Goals The advertisement will aim to generate and expand brand loyalty with new and current customers, strengthening brand presence in the current markets. By tapping on the patriotic emotions as well as increasing awareness of sustainability and creating long-standing support for locally produced vehicles, the advertising will strive to increase sales.
Target Audience Ford will strengthen its connection with loyal customers, who value tradition and American-made products. We will aim to expand our reach to younger professionals, who are concerned about the future of the planet. These potential customers value both fast and exciting vehicles as well as appreciate adventure, tradition, and comfort.
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Audience Details • Values American-produced goods and supports local economies • Is tech-savvy • Cares about the environment, stays active, and loves nature • Appreciates tradition and retro trends • Is ready for a thrilling driving experience • Enjoys social life and/or has families
Key Message Ford’s new contemporary design is an extension of its true legacy of fast and exhilarating cars. Our brand is looking into the future to bring infinite opportunities to drivers.
Key Message Insight Ford has built an all-electric crossover vehicle for people with passions for nature and adventure. The car is appealing to traditional fans of fun and dynamic vehicles as well as people looking for more space and comfort. The cutting-edge technology makes the ride both powerful and comfortable.
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TYPEFACES
Display:
Proxima Nova Black Headline:
Proxima Nova Extra Bold
Subhead:
Proxima Nova Condensed Bold
Body Copy: Futura PT Book
Cap-line X-Height
Baseline
Company
Descender
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COLOR PALETTE
AVALANCHE WHITE
LAKE PLACID BLUE
NIGHTSCAPE BLUE
C:0 M:0 Y:0 K:0
C:99 M:15 Y:10 K:0
C:100 M:89 Y:26 K:30
RGB: #ffffff
RGB: #009acd
RGB: #1a2d61
BURNT SUNFLOWER YELLOW
CARA CARA ORANGE
CARDINAL RED
C:0 M:42 Y:100 K:0
C:0 M:78 Y:100 K:0
C:9 M:94 Y:100 K:1
RGB: #faa21b
RGB: #f15f22
RGB: #da3527
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CREATIVE CONCEPTS
Fourth of July Fireworks Event Ford is keeping the tradition of American manufacturing and aims to energize drivers behind the idea of locally designed and produced electric vehicles. On July 4, Independence Day, Ford organizes a free outdoor event in Central Park in New York City. The celebration of the most American holiday features live music performances, multiple BBQ areas, and dramatic fireworks; all of the things Americans love and enjoy on a massive scale.
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Legacy Book Ford publishes a book on the path of the legendary brand of vehicles. It will look into history, iconic cars, and glorious moments over the years. The book will also lay a road into the future of the brand in the new and exciting environment of sustainability and cleaner tech. The goal of the book is to reach new and old fans of the legendary brand and give them a reason to be proud.
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Past and Present Billboard Ford is honoring traditions while embracing the future at the same time. The billboard advertisement taps on the emotions of the fans of the traditional fast and exciting cars while reaching out to the new generations who value sustainability and modern technologies. The new Ford vehicles are the crossroad of the versed American car manufacturing traditions and the latest sustainable features.
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Extensions
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HOOPLA
#noapologyneeded Social Media Campaign Ford launches a social media campaign using #noapologyneeded encouraging people to share their photographs showing what it means for them to be Americans. The campaign encourages users to share their images on social media of wearing patriotic apparel, touring National landmarks and beaches, visiting theme parks, drive-in movie theaters, and museums. The participating users have a chance to be featured in a big-screen slide show during Ford’s showcase event. Increased exposure to the brand will set a tone for future campaigns.
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Encourage Voting Campaign Some rights should not be taken for granted. Reminding people of their voting rights and earned liberties is an effective way to raise patriotic emotions. By launching a campaign on multiple channels encouraging people to vote on the next elections, Ford brings brand awareness and creates hype around locally designed and produced vehicles for a cleaner tomorrow.
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Road Trip Planner Mobile App To honor all the beautiful landmarks in the United States, Ford develops the ultimate road trip planner. It helps drivers find the most efficient way to get to the next stop, utilizing the charging stations specifically installed for electric vehicles. The road trip planner is linked to a website where people can share their photographs and experiences for a chance to win exciting Ford merchandise, specially designed driving sessions, and access to festivals and events.
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GLOBAL OUTREACH FINLAND
Racing Media Campaign and Mobile App Finns like to think of themselves as the fastest nation on earth as they have produced quite a few Formula One world champions. As fast speed is in the nation’s heritage, Finland boasts several driving academies, where customers can test their skills on the icy roads. A collaboration with these academies to use Ford as their vehicle of choice, is featured in a broad media campaign. An exciting mobile racing game app showcasing the abilities of the car is attracting the attention of racing enthusiasts.
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Lifestyle Advertisement Campaign Escaping to the countryside during the summer and early fall is a must for Finns. Staying at a cottage by water, time is mostly spent doing nothing with an occasional dip in the lake and grilling sausages. Round-the-clock sunlight makes cottage life the best way to recharge batteries. Advertising Ford as the ultimate electric vehicle to take people to this blissful existence is a successful way to connect with emotions deeply rooted in the Finnish way of life.
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Ford Finland Website Finns do not like to be close to each other more than absolutely necessary. Social distancing is a norm on bus stops, public transit, and grocery stores. The connection between the country’s way of living and the extended mileage of the Ford is established in this campaign. The landing page of the Ford Finland website features a typical Finnish landscape with no people in sight.
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EMERGING IDEAS
Playable Ad Leading social platforms are a primary placement for playable ads. They are most commonly found in feeds or within Facebook, Instagram, and Snapchat Stories carousel feeds. Ford develops a playable ad, where consumers are invited to complete a series of tasks for time, finding hidden landmarks on a map. High scores award players prizes and consumers can share their ratings via built-in social sharing. The highly entertaining playable ad is hosted on a microsite, shared via all Ford social media channels and is available for consumers to play on desktop and mobile.
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Medium.com Series of Ghost Blogs Ford sponsors a series of ghost blogs published on Medium.com on the new and exciting future of local manufacturing and its benefits. Each blog will feature a different benefit of producing locally — environmental impact, supporting local communities, and a reliable supply chain, among many. Medium.com does not have paid advertisements, and many people rely on it to get information and honest opinions. By including Ford as an example of these new trends in doing business in the United States, the company gaina brand awareness without using straightforward advertising.
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Series of Video Stories on LinkedIn By creating multiple videos of employees telling their stories on why they love working at Ford and what makes them proud to be part of the tradition in American manufacturing, Ford raises employee trust and brings back the confidence in the company. By doing that, it shows its target audience that Ford is still the innovative company it once was. The series of videos is posted daily on Ford’s LinkedIn page, with shares on other social media channels.
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Copyright 2020 Anmari Koltchev All content for Ford Mach-E: Brand Guidelines was conceived, written, and designed by Anmari Koltchev. Photography provided by Anmari Koltchev and Shutterstock.com, 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. Printed version manufactured in the USA. Digital version available.
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