Mustang Mach-E Brand book
CONTENTS
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Color & type ------3
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Core values ------9
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S.W.O.T. ------11
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Creative breif ---17
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True line ------19
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Hoopla & advertising & emerging tech ------25
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Demographic ------31
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Global expansion ------33
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Ford / Mustang Mach-E brand book
SUPER
user charged computer
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Tropical Rain Forest
Deep Cerulean
Zest CMYK 0/60/100/10
CMYK 100/40/10/0
CMYK 80/0/63/36
RGB 222/118/28
RGB 0/125/182
RGB 0/128/97
HEX #de761c
HEX #007db6
HEX #008061
COLOR PALETTE 3
Ford / Mustang Mach-E brand book
Body copy Swis721 regular
The new lifestyle innovates wherever you go and stay
Headline Seravek medium
The new lifestyle innovates wherever you go and stay
Alternative headline Seravek bold
The new lifestyle innovates wherever you go and stay
TYPOGRAPHY 4
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ANY
place
time
where
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Core values
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Core Values Comfortable drive Strive for the achievement Quick move Modest Mutation No waste Different generation Traveler Long-lasting energy New member Come together We are what we are! Silence Groovy Sparky Idealization Progress Perfect gesture Smooth slide Blessed
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S.W.O.T
Strengths
Weakness
Fast growing market industry.
Less charging infrastructure.
Save the air and environment from pollution.
Requires multi-billion-dollar investments.
Reasonable price because of battery system.
Problems with disposing the old batteries.
Many benefits provided from government.
Not a traditional Mustang.
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Ford / Mustang Mach-E brand book
Provide many miles of driving range.
Many competitive automobile companies.
Smooth and quiet riding inside the car.
Better price & technology from other companies.
AI system drives the car and parks the car.
Lack of an unique exterior and interior design.
Able to charge from the sun light.
More EV models are expected to appear.
Opportunities
Threats
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EVERY
day
where body
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Creative brief
Creative brief Why does our client need to advertise? Since the EV automobile industry is growing fast and expanding as time goes by, Mustang Mach-E will have to compete with other brands. The brand Mustang needs to go further to stamp on customers and create a specific position for the brand.
What is the advertising going to accomplish? The advertising will seduce and expand the customers who are into Ford as well as Mustang brand. In addition, the Mustang will become one of the admiring brands in the world.
Who are we going to connect with? The customers who are interested in eco-system and also values their favorite brand.
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What are the most insightful things we know about them?
What else is there to know that supports this message?
They are very royal for personal brand and fond of futuristic lifestyle that will comfort the environment.
With the Ford Mustang, there won’t be any concerns about power outage while enjoying the new freedom on the road.
What is the single most effective message we can tell them? This is not just a powerful mustang, it is the mustang with inner power source providing better life.
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True line
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This is not just a car, it’s an innovation
-Entering into new step-
True line 20
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LIFE
style
time long
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Hoopla
While a singer sings at concert, the fans start to flash their cellphone light featuring words that relate with innovation.
In the clothing stores, there are LCD window that virtually feature how a person will look according to the words such as fantasia, futuristic, and innovation. From the screen, a person will look very astonishing through the words. 25
HOOPLA
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Using a drone, the device will carry innovative gadgets and deliver to people around the park or on the street. This is to emphasize the word “Innovation”.
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From the transportation vehicle, there are words that relate with innovation painted every side of transportation.
Using Campbell’s alphabet soup, people are trying to compete each other to match the word on the screen by collecting alphabets from mouth.
Like the batman movie, people start to flash out the words or letters to the dark sky. The final words will be shown in the sky.
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ADVERTISING
Advertising
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Emerging tech
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EMERGING TECH
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Biometrics A car can detect and figure out a driver’s mood and health automatically through bio device. If a driver is feeling depressed, a car automatically plays cheering music with comfort seat. If a driver is intoxicated by drugs or drunk, a car won’t start or change to auto mode driving. A car will drive safely through warning sound so that the reckless driving habit can stop.
Front window display Unlike head-up display, the dashboard will feature on the front window of a car. Map navigation, traffic status, speed, and maintenance status can be seen clearly without turning head to the dashboard. The sensor from the window can read the eyes of a driver so that the display is clear to see on both day time and dark night.
Wireless charging system Since EV automobile is growing fast, the wireless charging technology will rise also. As if we can charge cell phone without plugging into the socket, the similar infrastructure will be created in near gas stations or in the garage. There won’t be any charging line to get charged. All drivers have to do is just park a car in the wireless section to be charged.
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Demographic
Demographic
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Ford / Mustang Mach-E brand book
Who? They are mid aged people between 30~40 ages of men. They are mostly single which enjoying leisure and other activities in their free time. They are interested in vehicles which make them symbolic icon to others. They have enough money to spend for their lifestyle which includes drinking and traveling. They are interested in new devices and try to follow the new trend that occurs in their daily life.
Why? Since the target audience has enough time and money, they know how to please themselves. They love getting attention from others for their feature and property which can make them an iconic symbol. They want to be the leading person showing new things to others and the world through their social network because it makes them proud and exciting. Since the mustang has its iconic meaning through the history, the brand makes them to be active and energetic person.
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Global Expansion
Global expansion
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Country : China Other than Europe and USA, China is the largest market for electric cars in sales. The sales growth increased 41% in 2020 just in China alone. Although China is the largest producer of fossil fuel vehicles, the country is moving towards the clean energy and sustainability. Since China is suffering from pollution and dust increasing gradually, electric and hybrid vehicles can help reduce the pollution. Ford is starting to produce Mustang Mach-E later this year in China. Mustang wasn’t built in local area, it was imported instead. This year Mustang is expecting to be produced from the factory in China which the price of automobile will go down eventually and promote made-in-China strategy.
Ideas for introduction Emphasize which part of China did Mach-E produce. Make sure that Mach-E is a family brand that is no different than other Chinese vehicle brands such as SAIC, Dongfeng, FAW, and Chang’an. Focusing on pride which relates with Mustang brand name. The brand has the history and the value which feature the brand proudly. Also focusing on sustainability that innovates life style and clean air. Since the Thanksgiving is a huge holiday in China, start an event for people to rent Mach-E in low price to visit family or drive to various transportation such as bus stop or train station. Showing the comparison of the vehicle power with other sports cars so that people can see how strong Mach-E is. Going uphill where historical places are such as the Great Wall.
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© 2021 Wonsik Oh All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Wonsik Oh. The only exception is the name of the Brand and the logo of the Ford corporation which was provided by the Ford Motor Company Press Kit. Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University Photographs and images were downloaded from unsplash.com, pexels.com, and pixabay.com. They are used in accordance with the CC0 License and Pixabay License. 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.
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