BRAND BOOK
MACH-E
Driven to do more.
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TABLE OF CONTENTS 4. Brand Adjectives 8. SWOT 11. Creative Brief 16. Tagline 18. Demographics 21. Hoopla 23. Emerging Technology 28. Global Expansion 31. Advertising
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BRAND ADJECTIVES BOLD IMPACTFUL THRILLING INTENTIONAL CONFIDENT INTELLIGENT EXCITING CONSCIENTIOUS ADVENTUROUS
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SWOT STRENGTHS
OPPORTUNITIES
More cargo space Quick charging
Diversity in electric car options
Longer driving range
Global recognition
More extensive charging network
Leverage global brand recognition to
Eco conscious
expand into foreign markets
Powerful engine
Diversify the Mach-E model line-up
Driving modes tailored to personality Bold design
THREATS
WEAKNESSES
Broad variety of other EV options
Autopilot feature not as devel-
Competitors’ pre-exsisting market share
oped as competitors’
Competitors’ pre-exsiting app ecosys-
Break from traditional Ford styling
tem Competitors’ pre-exsiting service
Less universally appealing than Tes-
professionals experience
Increased prices of raw materials
la’s sleek and simple style Some loyal mustang enthusiasts are upset about new brand image
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CREATIVE BRIEF WHY DOES OUR CLIENT NEED TO ADVERTISE? The Mach-E represents a divergence from Ford’s traditional and iconic cars. The new Mach-E has the potential to reach new customers in new markets who wouldn’t normally consider buying a Ford.
WHAT IS THE ADVERTISING GOING TO ACCOMPLISH? The Mach-E will reach new customers who are looking for a car built for the future. We want the Mach-E to speak to all people who get excited by innovation.
WHO ARE WE GOING TO CONNECT WITH? The Mach-E is going to connect with who are lovers of the new. They care more about the future. Early adopters who are consciously avoiding the mainstream.
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WHAT ARE THE MOST INSIGHTFUL THINGS WE KNOW ABOUT THEM? We know that they have not necessarily considered buying a Ford before. They are modern, tech-savvy people who are attracted to the variety that the Mach-E adds to the EV marketplace.
WHAT IS THE SINGLE MOST EFFECTIVE MESSAGE WE CAN TELL THEM? The Mach-E is the new shape of innovation.
WHAT ELSE IS THERE TO KNOW THAT SUPPORTS THIS MESSAGE? The Mach-E is just the beginning of our journey into the future of electric vehicles.
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THE ELECTRIC VEHICLE AT THE CROSSROADS OF INNOVATION AND HERITAGE Driven to do more.
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CREATIVE BRIEF WHO?
WHY?
We are targeting young professionals and
We are targeting these people because
young families who are conscientious
the branding of Mach-E will resonate with
trendsetters. They are aware, well-educated
their values. We want to reach not only the
and care about the future of people and the
established ford fan base, but new people
planet. They are tech-savvy, independent
who perhaps haven’t consider an EV until now.
and they make decisions based on what feels
Because they are smart, aware and educated,
right for them. They are young, modern but
they make purposeful decisions based on
don’t follow established trends just because,
values and morals. This demographic will be
they make purposeful decisions based on
the most effective to target because Mach-E is
their own rational thinking. These people care
new, eco-friendly and offers a more affordable
about making an impact, both personally
product than many of its competitors.
and professionally. They are relatively young and early on in their careers, and haven’t had a chance to save a lot of disposable income, so their decisions are highly sensitive to product pricing.
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HOOPLA WHO IS YOUR EVERYDAY HERO? An interactive ad screen that lets people send
The Everyday Hero, is the person who smiles
a message to someone they think is making
at you on an off day. It is the war veteran fight-
a good impact on peoples lives. We want to
ing for freedom and equality for all. As well,
encourage people to recognize these peo-
it’s your friend, parent, or mentor sacrificing for
ple because these people are driven to do
your happiness. The Everyday Hero is within
more. The everyday hero may never be on the
every single human being on this planet, and is
news, but they deserve to be celebrated.
expressed by simple, ordinary actions. Heroes do simple acts; of kindness, courage, and love.
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EMERGING TECHNOLOGY LET US INTRODUCE- MACH E ASSISTANT
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When you are driving, we want you want to
will keep track of the weather for you in order
have your full attention on what’s important.
to keep you safe and sound. Through voice, you
Therefore, we have installed a voice assistant
will be able to control any type of settings like
who will be there for you at all times. Our as-
heat, car lights, music or destination directions.
sistant will help you with anything that will
Our assistant is a trained Mach-E expert and
help make your drive as pleasant as possible.
will help you in if you would run into any issues
Simple connct by saying, “Hey Ford” and our
with the car. Sit back and relax, keep your eyes
assistant will be there for you. The assistant
on the road and let your voice be the boss.
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GLOBAL EXPANSION COUNTRY - SWEDEN
STATEGY
EV Market in Sweden: As a leader in the switch
Changing the marketing to make it more rel-
to electric, Sweden offers many great incen-
evant and makning it fit into the Swedish
tives for EV drivers. With an EV market share
culture. The ads will be correctly traslated to
of 26% and an increase in sales of 253% in
avoid translation mistakes. The message re-
2019, Sweden is making great strides in electric
mains the same but with new images and copy.
transformation. The growing popularity of EVs
For example, having Greta Tunberg sends a
is due to increased incentives, namely nation-
strong message without having to say much
al grants, tax subsidies, and local incentives.
to the Swedish people. Also having things as snow shoveling and pictures of the swedish
A grant of 60,000 SEK (€6,000) is available
landscape makes it more relatable to them.
for up to 25% of the car’s purchase price (new) for low emission vehicles serviced before 2020
The brand will also be the main spon-
with CO2 emissions of up to 60g/km and ve-
sor at a big gala/event in Swden called
hicles serviced during 2020 or later with CO2 emissions of up to 70g/km. The grant is available for both individuals and businesses.
“Svenska Hjaltar” meaning “Swedish Heros” who celebrates both bigger and smaller everyday heros of Sweden. The gala is the perfect place for Mach-E to be because it aligns with the brands values.
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ADVERTISING WE BELIVE IN YOU What would our world be without all those
Mach-E, we are showing our support through
people saving the world in silence? At Mach-E,
printed ads meant to communicate the im-
we want to lift the people who are show-
portance of being an everyday hero. We
ing up, everyday, sacrificing themselves in
are driven to do more, and so are you.
order to favor the rest of the world. At Ford
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Legacy is not what I did for myself. It’s what I’m doing for the next generation. -Vitor Belfort
© 2021 Vilma Hortell
All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Vilma Hortell. The only exception is the name of the Brand, the Ford logo. Photography of the Ford Mach-E was provided by Allen Ross through a non-commercial rights licence.
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 License of 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 the United States of America.
