Ford Mach E- Brand Guidelines (Söderberg)

Ford Mustang Mach-E Subject

Ford Mach-E Brand Guidelines

Ford Mustang Mach-E Subject

The best way to predict the future is to create it.

— Peter Drucker

Ford Mustang Mach-E Subject

Ford Mach-E Brand Guidelines

Ford Mustang Mach-E Subject

4

© 2021 Clara Söderberg All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced

by Clara Söderberg. The only exception is the name of the Brand, the Ford logo, and limited images of the Mustang Mach-E which were provided by the Ford Motor Company in its Press Kit. Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from pexels.com and are used in accordance with the Pexels Licence 2021. 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 Sweden.

5 Ford Mustang Mach-E Subject

Table of Contents The Background

1

Analysis

7

Our Personality

15

Visual Language

21

Advertising

27

Ford Mustang Mach-E Subject

6

1

Ford Mustang Mach-E Subject

The Background

Problem

3

Mustang Mach-E’s biggest challenge is to stand out in the crowd of EV’s available today. As a new brand on the market it is important to give the Mach-E a personality that emotionally resonates with our consumers in a constantly changing world.

Ford Mustang Mach-E Problem

Stand out in a world full of flashes

Ford Mustang Mach-E Solution

4

How can we find our own road?

01 Analyzing the market and competition.

02 Defining the brand demographic and personality.

03 Create a visual profile that resonates with the brand.

04 Create awareness.

05 Expand to a global market.

Solution

Ford Mustang Mach-E Subject

6

7

Ford Mustang Mach-E Subject

Analysis

9 Innovative in technology as well as social questions.

Always searching for a thrilling driving experience in a user-friendly and sustainable format.

Strong heritage from an iconic car brand.

W Consumer perception is confused between the brands, Mustang and Ford.

Products quality is dependent on weather conditions, i.e. temperature.

The production of Electrical vehicles is not very sustainable yet.

O

Allow consumers to be a good influence on their network and the environment.

Develop infrastructure around EVs and make use of being part of a large company.

Make the electric driving experience iconic.

T

Impactful competitors that already filled up the market share.

Conservative mindset towards vehicles and how they are experienced.

Cheaper EV alternatives.

Ford Mustang Mach-E SWOT Analysis

S

Ford Mustang Mach-E Creative Brief

10 01 Why does our client need to advertise?

As a new line of Ford, the Mach-E needs a personality in order to create a clear consumer perception of the brand.

02 What is the advertising going to accomplish?

Making Mach-E the most valuable car for people who wants to drive into a sustainable future with a car adapted for tomorrow.

03 Who are we going to connect with?

People who understand the impact cars make on our environment yet look for a unique driving experience. They care for their loved ones’ safety and the safety of the surrounding.

04 What are the most insightful things we know?

They want to make a good example for a sustainable future and loves the thrill of driving.

05 What is the single most effective message?

Every ride with your Mach-E is the future of iconic driving.

06 What else supports this message?

The Mustang is characterized by its iconic driving experience. The Mach-E technology provides the opportunity to create a new iconic driving experience within the EV market.

13

02 Why are we targeting this segment?

These customers are loyal to the brand and loves spreading the word to their own network as they like to see themselves influencing. As early adaptors, they feel an urge to use an EV, but they want to be seen as intelligent and therefore do their research to find the most valuable products on the market a perfect fit for Mach-E. Their values are mirrored in the Mach-E brand, and as long as they feel treated well, they will care for the brand as if it was their own.

Ford Mustang Mach-E Demographic

01 Who are we talking to?

We are targeting optimistic, thrill seeking early adopters. They are medium to high income. They do their homework before buying a product, and while they could afford the most exclusive option they prefer products of better value as it makes them feel smart. They like being seen as early adopters and prefer using new brands that they can tell their friends and family about. They understand how their choices impact our planet and feel an urge to make good choices to influence their close surrounding. They are loyal customers as they feel an emotional connection with brands after they have done their research, but it also means that it is important to them to feel like VIP customers and that they have an opportunity to affect the brand.

Ford Mustang Mach-E Subject

14

15 Ford Mustang Mach-E Subject

Our Personality

Ford Mustang Mach-E Subject

16

Makes to like

Powered by you

Ford Mustang Mach-E Subject

oday feel the future

17

Brand adjectives The brand adjectives are used as core values in everything that we do.

19 Ford Mustang Mach-E Brand Adjectives

Thrilling Seamless Confident Sleek Immersive Modern Iconic Convenient Electric Powerful

Ford Mustang Mach-E Subject

20

21 Ford Mustang Mach-E Subject

Visual Language

Ford Mustang Mach-E Color

22

Color Profile

HEX #ed212e

PMS 2227 C CMYK 57, 0, 16, 0 HEX #5ec7d6

Electric Yellow

CMYK 0, 98, 89, 0

Tech Turquoise

Powerful Red

PMS 192 C

PMS 107 C CMYK 4, 0, 93, 0 HEX #fff200

Typography

25

Iconic

Body

Head

Arboria 10/12

Arboria 40/44

Light Regular

Book Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

Ford Mustang Mach-E Typography

Thrilling

Ford Mustang Mach-E Subject

26

27 Ford Mustang Mach-E Subject

Advertising

Result

29

The big idea is to show how other earlier inventions were intimidating when they first arrived but how obvious they are today. This concept will resonate with the early adopters that we are communicating with and the true-line Making today feel like the future.

Ford Mustang Mach-E Advertising

Meeting powerful people

Ford Mustang Mach-E Advertising

30

Advertising

32

33

01 To demonstrate how technolagy is powered by people we are activating our consumers.

By placing a bicycle on squares all over the world, we will light up the world. When you start cycling you will activate a colorful lightning experience all over your square.

02 To give back power to our consumers we are placing a few spinning bicycles in malls where you can charge your phone. By putting your phone on the charger and start cycling you will charge your phone with your power.

03 The greatest power is when people work together to make the world a better place.

Mach-E will host a flash mob on squares all over the world, showing how much happiness can be powered by people.

04 We like to encourage people to show their apprechiation to the people that are giving them energy. On social media we are creating a hastag #PoweredBy where people are asked to tag friends and family that is inspiring them.

Ford Mustang Mach-E Hoopla

Powered by You. Always.

Ford Mustang Mach-E Global

34

Globalize to Norway 01 Vy Bybil Vy is a car-sharing service that is available in Oslo, the capital of Norway. When you download the app, you can reserve and pick up a car anywhere in the city and use it for as long as you like, simply paying for the minutes/hours/days you are using.

When you are done, you park it and let someone else take over. To introduce the Mach-E, we will collaborate with Vy and let all the shared cars being Mach-E’s cars. This will allow the consumers to try the Mach-E experience and convince themselves about how great the cars are.

37

02 Digital campaign The print ads focus on innovation. Additionaly in Norway, there will be a dedicated digital campaign focusing on how cool it is to be different, portraying Mach-E as a challenger with new features. Since Norwegians are modest people who value honesty and politeness, it is essential not to talk down on other brands but rather be uplifting in the message that it is good to dare to try something different.

03 Norwegian Ski Team The Norwegians, take great pride in their skiing team that continues to win the Winter Olympics year after year. Mach-E will be a sponsor of the skit team and make sure that they are seen on their clothes and travel in the Mach-E cars.

Ford Mustang Mach-E Global

Confident people looking for a thrill

Ford Mustang Mach-E Technology

38

Technology at your fingertip 01 Drivers Face Recognition To create a more personalized experience, face recognition of the driver will make sure that the car feels like your home. Based on your preference it will adjust the seat, radio/music/podcast, mirrors, heat and much more the second you sit down in the car. Never again will you have to be disturbed by letting friends or family use the car because every time you get back in it everything will go back to your preference in a second.

02 Wireless Power Transmission Finally, you will be able to share your car’s power.

Help people that are stuck on the road or share with your family and friends. You will be able to share your car’s electricity just by parking them next to each other and then confirming the transmission through the screen inside the car.

03 Smart Windows To increase the safety of your ride and decrease headaches. The windows will be intelligent and change depending on the weather. If there is a lot of light exposure the windows will dim just as if you were wearing sunglasses, and if there is little to none light the windows will turn lighter and increase the visual contrast.

Ford Mustang Mach-E Subject

40

41 Ford Mustang Mach-E Subject