Ford Mach-E: Brand Guidelines (Perelygina)

MUSTANG MACH-E BRAND GUIDELINES

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Contents

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Brand adjectives

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Hoopla

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Creative brief

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Emerging tech

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S.W.O.T

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Global market

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True line

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Demographics

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Sustainable

Modern

Powerful

Brand adjectives

Innovative

Effective

Exclusive Authentic

Eco-friendly

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Creative brief

Why does our client need to advertise?

The client needs to advertise, to communicate the new design as well as the new features with Mustang Mach E.

What is the advertising going to accomplish?

The advertising should interest new buyers, who are looking for a new innovative American made car. It should also increase the selling of the Mustang Mach E, as well as convince its consumers that they are in need of this innovative and fast car.

Who are we going to connect with?

Mustang Mach-E is mainly for young professionals, who are environmentally conscious and innovative thinkers. They are looking for comfort but also boldness.

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What are the most insightful things we know about them?

They are up to date with technology, and conscious about our environment. They are looking for an innovative car but they still want to feel traditional and modern with the same old core values that Ford has.

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

With Ford Mustang Mach-E you are environmentally conscious as well as modern.

What else is there to know that supports this message?

Ford Mustang Mach E is not only a fast and good looking car. It is also sustainable and cares a lot about what it leaves behind.

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S.W.O.T

Strengths:

Trustworthy Innovative

Family friendly Sustainable

Opportunities:

Increase more charging stations Better price availability

Expand internationally/other markets

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Weaknesses:

Too expensive for some Ford consumers Higher price than other Ford vehicles A lot of competitors

Threats:

Better priced cars

Upgrade within the public transportation Electric driving scooters

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True line

Environmentally conscious with bold design - Bolder future

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Hoopla

You buy - We give We will donate 5% to organization that will grow new trees in Amazonas when you buy a Ford Mustang Mach-E. Our goal is to please our customers, and make them feel good while buying new cars from us by helping the planet at the same time.

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Hoopla

Pop-in We will create a Pop-Up store where everything is done with recycled materials. During the pop-up our customers will be able to hear the story of how we came up with the design and the thinking behind the cars. The goal with the pop-up is to gain our brand awareness from our consumers.

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Hoopla

Uber us We will collaborate with Uber-Eats to provide the better alternative when ordering food. When choosing the Ford Mustang Mach-E delivery car, you will not only feel better but at the same time helping the planet. The goal with Uber us, is to show our costumers that by choosing our car, you are saving the planet.

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Emerging teach

AR experience With our new emerging technology, you will be able to see your car in your driveway, try out a variation of colors as well as see the inside of your car, with our AR app. We provide this function, so that you as a consumer can get a better understanding of your needs before buying our car. We know that deciding which car to buy isn’t easy, but when having it virtually in your driveway makes it a lot easier to commit due to that you’re able to see the look and feel.

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Emerging teach

AI experience With our new function, you’ll be able to test drive our Ford Mustang Mach-E from your own computer. The goal with this AI experience, is to make our costumers day a bit easier buy giving them the chance to test drive it from home rather than from our store.

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Emerging teach

How mu ch gas d id I save today?

Frank: 1 .5 liter.

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Meet Frank Meet our friend Frank. Frank will assist you with your questions, for example: How much gas did I save today?, How many miles did I drove today?. The goal with Frank is to make your day a bit better and less complicated, by having Frank answering your questions and concerns.

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Global market Sweden, Stockholm 31

Open event We will create an event at a place called Kungsträdgården in Stockholm, Sweden. During the event, the founder’s from Ford Mustang Mach-E will be present to hold Q/A’s about their company and their new cars.

The goal with the event is to introduce our cars in Stockholm.

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Global market

Jon Olsson x Ford We will collaborate with the famous Swedish influencer Jon Olsson, who’s an innovative and environmentally friendly car lover. Jon will promote us on his social media, and also create a YouTube video where he shows off all the good elements with our car. Further, Jon will have a private event for a numerous of people. Why we want to keep it private? That has to do with keeping the exclusivity with the car. The goal is to get Jon’s followers to buy our Ford Mustang Mach-E.

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Global market

Northvolt x Ford We will collaborate with a Swedish tech company called Northvolt, who’s mission is to build Europe’s largest LI-ON Factory. Nortvolt will then introduce Ford Mustang Mach-E on their website, and explain all the environmentally-conscious aspects that this car offers. The goal with this collaboration is that we will develop even newer cars with their own batteries.

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Demographics

Mark Jackson Brooklyn, NY

37-year old successful designer, married, and a father of one girl.

“I really care about the environment, and for me it is important that my daughter takes after me with being environmentally conscious.

With that I always look for the best solution for the mother nature when buying new things for my family or myself. Ford Mustang Mach-E is not only environmentally conscious but it has a great bold design, which works well with me as a designer.”

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Nicki Walter Seattle, WA

32-year old, works at Trader Joe’s, single.

“I really care about how everything looks and feels, for me it is important to like what I see, and with Ford Mustang Mach-E dreams due come true. It is also very important that the pricing is affordable.”

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Jessica Cruz

San Francisco, CA

27 year old YouTuber, in a relationship with her new boyfriend.

“As a travel Youtuber, it is not only my hobby to check out new destinations, it’s also what pays my bills. When traveling a lot, I need a comfortable but still bold car that can take me from A to B.”

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Steve Olsen Utah, SLC

41 year old, journalist, newly divorced, with 2 kids.

“Being a single dad with two kids, I prefer things that are easy to take care but in the same time high quality. I need a car that can fit, my family, and all of my papers.”

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Copyright 2020 Maria Perelygina All content for Ford Mach-E: Brand Guidelines was conceived, written and designed by Maria Perelygina. Photography provided by: Unsplash, Pixabay, 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.

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