BUILDING TOMORROW Visual Strategy Guide
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BUILDING TOMORROW Visual Strategy Guide
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All of the past is but the beginning of a beginning; all that the human mind has accomplished is but the dream before the awakening —H.G.Wells Author Novelist Journalist Historian Socialist
CONTENTS OUR HISTORY
1.1 Lionel’s Story
P12-13 1.2 Lionel’s Time Line
P14-15
1.3 Lionel’s Era
P16-17 1.4 Current Competitors
P18-21
OUR FUTURE
2.4 How we are Different
P36-41 2.3 New Lionel
P32-33 2.2
2.6
Key Words
Competitors
P30-31
P52-58
2.1 Our Soul &Mission Statement
P28-29
2.5 Persona
P44-49
Time Line Lionel’s Era Current Competitors
OUR HISTORY
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Lionel’s Story
A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E
Lionel’s Story
Lionel former logo (1900)
Lionel Corporation was an American toy company founded by Joshua Lionel Cowen and Harry C. Grant and was in business from 1900-1993. Lionel remains the most enduring brand name associated with model trains in the United States, its products are prized by collectors. When Lionel founder Joshua Lionel Cowen’s immigrant family arrived in New York after the Civil War, the railroads were literally America’s engines of progress. The “Golden Spike” meeting of the Union Pacific and Central Pacific lines in 1869 unified the continent and signaled the birth of a world power. Cowen was born in 1877, just before Edison’s first electric light. He grew up with real trains, amid dizzying change. Around the time he founded Lionel in 1900, passenger lines like the peerless Twentieth Century Limited symbolized American technology and sophistication. Cowen was already a successful inventor when he created his first toy train. But The Electric Express and its offspring soon became a sacred mission, and Cowen would spend a lifetime stoking America’s imagination with the romance of the rails. He told boys that Lionel would prepare them for adulthood. Soon Dads too were encouraged to join Youngsters in model train enthusiasm, to future father-son bonding. With growing prosperity, Lionel’s layouts cropped up in more living rooms, especially at Christmas. Before mid-century, railroads were our economic lifeblood, as well as cultural icons — but it was not to last. And when Americans started driving to suburbia and flying cross-country, they stopped buying Lionel trains. By the 1960s, freight lines were being scrapped, and fathers and sons were on opposite sides of the “generation gap.” That decade saw the tragic demise of New York’s Pennsylvania Station, the retirement of The Twentieth Century Limited, and the passing of Joshua Lionel Cowen.
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1915
1918
1931
1920’s
1900’s
1930’s
1923
1926
1942
Post-war era (1945–1969)
Pre-war era (1900–1942) 1909
1956
1940’s
1910’s
1903
1939
1950’s
1946
1900
1915
1926
1942
1959
Joshua Lionel Cowen founds Lionel Manufacturing Company near City Hall in New York City
O-gauge trains and track debut, ultimately replacing Standard Gauge by the 1930s.
With the purchase of competitor Ives Manufacturing, Lionel gains the reversing unit.
Lionel ceases production of electric trains and builds compasses and compass cases for the war.
Lionel Cowen and Lawrence Cowen sell their shares to an investment group, ending the Lionel Cowen era.
1903
1918
1931
1946
1960
The No. 5 electric locomotive appears, and is decorated for the Baltimore & Ohio.
An era of expansion is marked by a new company name - The Lionel Corporation.
The magnificent No. 400E is released. The largest of all Lionel’s standard-gauge steam locomotives.
“Smoke” for Lionel steam locomotives debuts, as do the Pennsylvania S-2 steam turbine locomotive and a realistic water tower.
Former U.S. Army general John Medaris becomes president of Lionel.
1909
1923
1939
1956
1963
Proclaims Lionel electric trains to be the “Standard of the World”!
Lionel establishes La Precisa in Italy, where some if its finest prewar products were tooled.
Lionel par ticipates in New York’s World Fair.
Two popular accessories appear - the No. 3 42 culver t unloader, which grabs metal pipe, and the No. 464 animated sawmill, with “whirring blades”.
Lionel Cowen and Lawrence Cowen sell their shares to an investment group headed by Roy Cohen, ending the Lionel Cowen era.
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959
1970
1975
1960’s
1980’s
Modern era (1970–present)
1963
2012
2030’s
2000’s
1970’s
1960
1994
1990
1990’s
1982
1984
1995
2010’s
2004
2002
1970
1984
1995
2012
The new Lionel plant in Mount Clemens, Michigan opens for business.
Lionel resumes production in Mt. Clements, Michigan.
Richard Kughn sells Lionel.
Lionel restructures its deal with NASCAR Collectables and LNC becomes Lionel Racing.
1975
1990
2002
2014
The Anniversary Special train proves that the Lionel spirit lives on.
The No. 700E locomotive returns - and is so popular that production stretches for an astounding four months.
Lionel reproduces the famous 50th Anniversary set from 1950.
Howard Hitchcock is named president of LIONEL L .L .C.
1982
1994
2004
2030
General Mills decided to relocate the Lionel factory to Mexico, which proves disastrous.
The all-new, wireless TrainMaster™ control system finally fulfils the promise of the 1940s-era Lionel Electronic Set.
Jerry Calabrese joins Lionel as the President and Chief Executive Of ficer.
... ...
A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E
Lionel’s Era Pre-War Era (1900–1942) Lionel’s first train, the Electric Express, was not intended for sale to consumers, but rather, as a storefront display. Delivered in December 1900, it operated on a brass track and was powered by a battery and a motor Cowen originally intended to use in an electric fan. Cowen hoped to use the public’s fascination with railroads and electricity to capture the public’s attention and direct it to the goods for sale. Members of the public started approaching store owners about buying the trains instead, prompting Lionel to begin making toy trains for the general public. Lionel ended up selling 12 examples of the Electric Express. Post-War Era (1945–1969) Lionel resumed producing toy trains in late 1945, replacing their original product line with less-colorful, but more realistic, trains and concentrating exclusively on O-gauge trains. Many of Lionel’s steam locomotives had a new feature: smoke—produced by dropping a small tablet or a special oil into the locomotive’s smokestack, which contained an electric heating element.[6] Their most popular toy train ever mass-produced was the Santa Fe F3 released in 1948, which was manufactured for 19 years before being discontinued in 1966. Modern Era (1970–present) After the Lionel Corporation sold the rights to manufacture trains to General Mills in 1969, the Modern Era began the following year with train products being reproduced and introduced. The Lionel Corporation itself would continue on as a holding company, investing in various chains of retail stores and electronics companies while receiving royalties on toy train sales made by General Mills (later Lionel Trains, Inc.). In 1991, it sold its trademarks to Lionel Trains, Inc. for $10 million and eventually went out of business in 1993.
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Current Competitor’s Introduction This category is about the current competitors. We chose toy companies that are similar to Lionel, but in a different category.
Tomy is a Japanese entertainment company that makes children’s toys and merchandise. Tomy has built considerable brand recognition internationally
Brio is a wooden toy company, that focus on wood toy train. Most products are non-motorized and suitable for younger children
Mattel is an American multinational toy manufacturing company. It owns Uno, Barlie, Blokus. It focus on different goods.
Mega bloks is the most popular product, a line of construction set toys. The company distributes a wide range of toys, puzzles, and craft-based products.
Playskool is an American company that produces educational toys and games for children. It developed wooden toys to use as teaching aids for children in the classroom.
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A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E
Hasbro is an American multinational toy and board game company. It is the second largest toy maker in the world after Mattel in terms of revenue and market
Lego is best known for the manufacture of Lego-brand toys, consisting mostly of interlocking plastic bricks. It owns the biggest market right now.
Jakks is an American company that designs and markets toys and consumer products, with a range of products that feature numerous children’s toy licenses
Tonka is an American producer of toy trucks. It also focus on simulation model.
K’NEX is a construction toy system company. the toy’s building system consists of interlocking plastic rods. It inspire children’s imagation with construction.
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Who we are How we are Different Audience Competitors
OUR FUTURE
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Mission Statement
A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E
Mission Statement
WE STRIVE TO ENCOURAGE TEAMWORK FOR THE DEVELOPMENT OF NEW SPACES FOR TOMORROW.
BRAND SOUL Encourage the nex t generation to learn and build their future.
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Key Words IMAGINING
1. To form a mental picture or image of 2. To think or suppose; conjecture
BUILDING
1. a structure with a roof and walls, such as a house, school, store, or factory. 2. the process or business of constructing something.
FUN
1. enjoyment, amusement, or lighthearted pleasure. 2. adjective: amusing, entertaining, or enjoyable.
ADVENTURE
engage in hazardous and exciting activity, especially the exploration of unknown territory.
INSPIRING
having the effect of inspiring someone.
INNOVATING
make changes in something established, especially by introducing new methods, ideas, or products.
EXPLORING
travel in or through (an unfamiliar country or area) in order to learn about or familiarize oneself with it.
COLLABORATING
work jointly on an activity, especially to produce or create something.
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The New Lionel The New Lionel is not exclusively focused on toys anymore. It will help the next generation to create sustainable and innovative environments through the use of new tools and ideas. The environment will be physical or abstract allowing a lot of flexibility when developing the brand while focusing on a very clear direction. In the 115-year-old company has made sure it stays on the cutting-edge of technology. The Lionel name has always been synonymous with Christmas and a train set under every Christmas tree, and now more than ever the company’s ensuring that they are a major player for all the families.
Lionel would be involved in spreading the importance of sustainability through collaboration with other companies
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How are we different When Lionel founder Joshua Lionel Cowen’s immigrant family arrived in New York after the Civil War, the railroads were literally America’s engines of progress. The “Golden Spike” meeting of the Union Pacific and Central Pacific lines in 1869 unified the continent and signaled the birth of a world power. Lionel is one of the world oldest companies. It has a rich, historical background and is one of the only a few well-known train companies. The memories Lionel’s trains have created have been passed down from generation to generation - something even a great grandfather and his great-grandson can share. This is what makes Lionel so unique.
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Before The old Lionel gives the feeling of
tradition, holiday, and family.
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After The new Lionel will help the next generation to create sustainable and innovative environments through the use of new tools and ideas.
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Persona
A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E
Maria Sandoval AGE 22 THE COLLEGE STUDENT
Maria is a senior college student who studies biology in San Francisco. She believes that Bio-mimicry could change the future architecture, and make our environment better. Her research in this semester is about how Biomimicry could change the society. She has a really good connection with his parents, they travel to different places every summer.
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Maria doesn’t use a/her car in the city, as she prefers biking everywhere. She thinks that biking is a more healthy way to live in the city. She plans to travel to Asia when she graduates college because the outside world always attractive in her life. Maria’s father was a professor of sociology, he taught Maria how important to be a socialist in his life and he hope Maria could be a socialist too.
Neil Lee AGE 8 THE GEEK BOY
Neil is a kid who’s growing up in a Tech Family, his father works for Google and his mother works for IDEO.
Neil just received a new birthday gift with a big LEGO city. Neil just received a big LEGO city as a birthday gift. He wants to share it with his friends.
He is really good at math and science and he always curious new knowledge in the new filed. He has dream to work for NASA someday.
He sometimes join some goes to tech conferences with his father.
Neil has three best friends. They hanging everyday after school, such as the movie from Stranger thing. they like to explore new environment in their neighborhood.
He is a young inventor and likes to research and create machines. Neil also showed an a talent for engineering. He is enthusiastic about coding and programming.
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Tom Burke AGE 14 HIGH SCHOOL STUDENT
Tom is a boy where lives in New York, and his parents always being busy.
His father is president of the high school, and he always cares about Tom’s education.
He likes to play video games with his buddy, but he is more prefer camping with friends.
Tom has a strong sense of conviction - once his made up his mind, he will make it work. no matter what happens.
He joins YMCA every summer when he was in elementary school. and he likes to be part of the group. Tom wants to go to California when he go to college, because California is a wild place in his world.
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Tom likes to join student learning projects because he loves to be challenged.
Leslie Webster AGE 37 THE HIGH SCHOOL TE ACHER
She graduated from Stanford University and followed it up with MBA. After graduating, she became a teacher in High School. She loves to read a good book, Since the moment of her birth she claims to be an entrepreneur and self motivator. She is trying to building her own on line classes to educate young child about Math.
She is really pick the place where she lives. and she just buy the organic food. Leslie is a teacher of the next generation and feels a strong responsibility to guide her students. She is aware of ways to live a greener life. she has a little organic city farm close to where she live.
She has two cats and she likes to build special environment for them. It is happiest moment to spend time with them during the day.
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William Lowe AGE 28 THE ARCHITECT
William works in San Francisco, and he love the neighborhood.
William puts a lot of efforts on his researches and hope to find a better natural environment.
He has been working as an architect for 20 years, and his goal is to build the sustainable architecture.
From the travel experiences all over the world, he cares deeply about the developing countries’ environment problem.
Last year, William just got his second child Mike, he hopes that his child could live in a better environment in the future. He has two dogs and he likes to take them to the park with family in the weekend.
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His wife is a landscape designer and they inspire each other a lot in their fields.
Sean Muller AGE 33 THE MODERN E XPLORER
Sean just graduated from the Postgraduate School, and his major is sociology. Sean has been to many places in the developing countries. Some of the places, he has been as volunteers as english teacher there. His favorite film is documentary film, and he loves David Fincher’s movie. He was growing up in Iceland. he lives in Berlin right now.
Sean believes many problems in the community, need young people to contribute to solve the problems He would love to take a multidiscipline approach and collaborate with other filed’s people to discover the new areas. Sean believes that innovation happens when people are close to nature. This category is about adjacent competitors, I chose the companies that still focuses on children, but some of them expand their target audience to adults . They all focus on the entertainment industry, education, and new media.
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All of the past is but the beginning of a beginning; all that the human mind has accomplished is but the dream before the awakening
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Adjacent Competitor’s Introduction This category is about adjacent competitors, We chose the companies that still focus on children, but some of them expand their target audience to adult. They all focus on the entertainment industry, education, and new media.
A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E
Nintendo is one of the world largest video game companies. They had tried several small niche business, such as cab services and love hotels.
SEGA is a Japanese multinational video game developer and publisher Company.
Capcom is a Japanese developer and publisher of video games, known or creating multi-millionselling franchises such as Street Fighter, Resident Evil and Monster Hunter.
Sony Corporation is the electronics business unit, which is engaged in business through its four operating components electronics, video games, network services and medical business, motion pictures, music and financial services.
Shadowmatic is a puzzle game developed and published by indie studio. It is an imagination stirring puzzle where the player rotates object in a spotlight to find a recognizable silhouettes in project shadows.
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Marvel comics group, is an American publisher of comic books, games and related media. Marvel count among its characters such well known superhero which focusing on adult as a target market.
EA Games, is an American developer, marketer, publisher, and distributor of video games. The company was a pioneer of the early home computer games industry.
Konami, a Japanese entertainment company. It operates as a product distributor, which produces and distributes trading cards, anime, video game developer and publisher company.
Niantic, Inc. is an American software development company based inSan Francisco, California best known for developing and publishing the augmented reality mobile games Ingress and PokĂŠmon Go.
Rovio Entertainment Ltd, is a Finnish developer, publisher, distributor of video games. The company is best known for creating the Angry Birds franchise.
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Aspirational Competitor’s Introduction This category is about aspirational competitors. They are the competitors to Lionel in the future. Their goals are more ambibious. Most of the companies try to create possibilities which could inspire imagination in future generations.
Microsoft is an American multinational technology company. their mission is to empower every person and every organization on the planet to achieve more.
Apple is the world’s largest information technology company and the world’s second-largest mobile phone manufacturer
Tesla is an American automotive and energy storage company that designs, manufactures, and sells electric cars, electric vehicle powertrain components, and battery products.
United Nations University is to generate new knowledge, educate, enhance individual and institutional capacities. Some key perspectives (such as gender equality, human rights and sustainability) pervade all aspects of the UN University
The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.
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Google is an American multinational technology company specializing in Internet-related services and products that include online advertising technologies, search, cloud computing, and software.
IBM is an American multinational technology, It partnership with AT&T, combining their cloud and Internet of Things platforms to make them interoperable and to provide developers with easier tools.
IDEO is an international design and consulting firm, Additionally, the company has become increasingly involved in management consulting and organizational design.
Electus is a next generation studio enabling premium content creators to engage with advertising and technology partners at the inception of the creative process and partner on the finished product across a global and multi-platform distribution model.
EYP is a global provider of comprehensive building design, research, and related consulting services.
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We are made wise not by the recollection of our past, but by the responsibility for our future. —George Bernard Shaw Author Playwright Critic Political Activist
All content for Assembling tomorrow was collected, conceived, writ ten and designed by Timo Wang www.timowang.com timowangcn@gmail.com
DESIGN CONSULTATION Hunter Wimmer, GR 604 Nature of Identity Academy of Ar t University COPYRIGHT @2016 TIMO WANG The images in this book are used in accordance with the Creative Common License. This 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 U.s. Copyright Law.