GASOLINE?SCREW IT.
REBRANDCAMPAIGN PROJECT BOOK&STYLE GUIDE
HEEGO ELECTRIC CARS
INTRODUCTION THIS PROJECT BOOK EXPLAINS AND ILLUSTRATES, IN GREAT DETAIL, THE LOOK AND FEEL, ALONG WITH A STYLE GUIDE OF THE REBRAND CAMPAIGN FOR WHEEGO ELECTRIC CARS, INC. THIS PROJECT IS EDUCATIONAL USE ONLY. ME, NOR MY WORK, IS NOT AT ALL AFFILIATED WITH WHEEGO ELECTRIC CARS, INC.
TABLEOFCONTENTS
1. RESEARCH
1.1 Research Paper 1.2 Target Audience 1.3 SWOT Analysis
1-6 7 - 10 11 - 12
2.BRANDDEVELOPMENT 2.1 Design Research 2.2 Mood Boards 2.4 Logo Development
13 - 16 17 - 18 19 - 20
3. STYLEGUIDE 3.1 New Logo 20 - 21 3.2 Logo Standards 25 3.3 Logo Variations 26 3.4 Visuals 28 3.5 Color & Font Choice 29 - 30 3.6 Stationary Guidelines 31 - 32 3.7 Voice & Motion 32 - 33
4. FINALDESIGNS 4.1 Print 4.2 Website 4.3 Digital Media 4.4 Billboards 4.5 Marketable Products 4.6 References
33 - 39 40 - 41 42 - 45 46 - 51 52 - 53 54 - 55
WHEEGOELECTRIC CARS
research
1
WHEEGOELECTRIC CARS
THEABSTRACT Have you ever wondered how much you can accomplish within 100 miles on the road? Now imagine yourself in the seat of an electric car. There are a handful of electric vehicles being produced by major car manufacturers like Ford, Nissan, BMW and Chevy, but there are only a handful of companies that only manufacture electric-only vehicles. There a several rumors that comes to mind involving electric vehicles and the price to purchase one. For example, “My electric bill will shoot through the roof” or “I won’t save much money at all” and the infamous “electric vehicles are for nerds, not me”. This isn’t necessarily true. The electric car market is growing at a steady pace and with the constant fluctuation of gas prices the average driver is leaning more towards all-electric vehicles everyday. The company Wheego Electric Cars, Inc. is one of those companies that produce all-electric vehicles. After the incentives and tax credits from the government and state you’re looking at one vehicle that affordable and fun to drive. One of their models has even appeared in this year’s box office movie 21 & Over. The problem is their lack of brand awareness. With low popularity on all social networks, and social media is the best way to grow your company’s popularity, no one will have even knows that they exist. The following guide will propose a marketing campaign that will not only solve this company’s problems, but will launch their company onto a path of prosperity. This path will lead a better competitive advantage against its competition. PROJECT BOOK&STYLE GUIDE
2
THESOLUTION
“
GREEN” VEHICLE, HAS BEEN DONE TIME AND TIME AGAIN. EVERYONE RECOGNIZES THE METAPHOR AND IT IS NOW TURNED INTO A CLICHÉ.
“
For this campaign there will need to be a redesign all across the board. The current logo is already different from its competitors, but it needs to be refined. The new logo will have a more streamlined and clean feel to give it that more refined and modern look. As stated earlier, the current color choices for this brand is dull to the eye. The different shades of green on a car brand, a color was used to represent the status of a completely “green” vehicle, has been done time and time again. Everyone recognizes the metaphor and it is now turned into a cliché. The new color choices need to be alive, down right cool with a sprinkle of sophistication. After researching color scheme options on kuler.adobe.com there were three color schemes that really catch my attention, Electric Jeanpant, Electric Deam and Electric Blue.
3
WHEEGOELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
4
5
WHEEGOELECTRIC CARS
REFERENCES Club, S. (2013). Electric vehicles: Myths vs. reality. Retrieved from http://content.sierraclub.org/evguide/myths-vs-reality Find The Company. ((n.d.)). Tesla motors, inc.. Retrieved from http://companies.findthecompany.com/l/12234646/Tesla-MotorsInc-in-Palo-Alto-CA Find The Company. (n.d.). Wheego electric cars, inc.. Retrieved from http://companies.findthecompany.com/l/18030389/Wheego-Electric-Cars-Inc-in-Atlanta-GA Forbes. (2012). Can the tiny wheego win the electric car race?. Retrieved from http://www.forbes.com/sites/eco-nomics/2012/03/14/can-tiny-wheego-company-win-the-electric-car-race/ IMDb. (2013). 21 & over. Retrieved from http://www.imdb.com/title/tt1711425/?ref_=nv_sr_2 Karras, S. (2012). Wheego electric cars ceo mike mcquary on electric cars and the future of transportation.. Retrieved from http:// www.web2carz.com/people/who-you-should-know/1322/wheego-electric-cars-ceo-mike-mcquary Kuler, A. (n.d.). Retrieved from https://kuler.adobe.com/create/color-wheel/ Kuler, A. (n.d.). Electric dream. Retrieved from https://kuler.adobe.com/Electric-Dream-color-theme-322462/ Schultz, B. (2006). BUSINESS DOCUMENTS DON’T HAVE TO BE BORING. Business Communication Quarterly, 69(4), 407-410. Wolff, C. (2005). How to Value a Brand. Lodging Hospitality, 61(4), 44-46.
PROJECT BOOK&STYLE GUIDE
6
A 7
WHEEGOELECTRIC CARS
TARGETAUDIENCE • The Semi-Geek • Those not afraid to try new technology • Environmentally conscious drivers • Ages 16 - 55 Drivers
B Target Audience Personas stories on the next page >>>>>>>>>>>
PROJECT BOOK&STYLE GUIDE
8
AB
TIMCOLLINS
A college drama professor at Georgia State in Atlanta, Georgia. He is married with three children. Two of which are currently in college and one in high school. He is, of course, a movie buff and loves any movie that involves dramatic action. One day he was on the way to the gas station to fill up the tank of his rental. He drives past three gas stations hoping to get lucky to find the cheapest gas prices in town. After giving up on his search he finds the cheapest gas he could find, four dollars and sixteen cents a gallon. While pumping the gas into his rental, Tom made his mind up and decided that electric was the way to go.
9
WHEEGOELECTRIC CARS
AB
ANDREWJOHNSON
A twenty three year old college student that also works part-time as a coordinator at a local community center in San Diego. He is currently single, but has a group of friends that he hangs out with. He values being loyal, having integrity and maintaining a close relationship with family. When he is not snapping photos with the latest Android powered phone for his Instagram account, he is most likely blogging on Facebook, Tumblr or saying something witty on Twitter. Andrew is the kind of guy who just wants to try new things and an electric car is right his alley.
PROJECT BOOK&STYLE GUIDE
10
SWOTANALYSIS
POSITIONING AND VALUE PROPOSITION Wheego’s brand focuses on a driving experience
STRENGTHS
that consists of: fun, reliable and safe. They put their
Fun to drive and reliable.
consumer’s needs first before their own because they feel that the consumer always comes first.
SUSTAINABLE COMPETITIVE ADVANTAGE Wheego Electric Car Inc. is based out of Atlanta, GA and their popularity has grown since 2011. Other than their cameo in the 2012 Box Office movie, 21 & Over, it has a purchase price of about $25k after US Tax Credits. This give them an advantage over Tesla Motors average asking price of $5063k depending on which model you choose. Lower prices, and the increase of the price for gasoline, means new customers converting from gas to electric year after year.
11 PROJECT BOOK&STYLE GUIDE
More concerned with the needs of consumer and their driving experience.
OPPORTUNITIES More Box Office movie cameos (Ex. 21 & Over) The need for EVs will increase Plans to build an electric SUV model next year
WEAKNESSES Not big on flash and flare when it comes to advertising. Very little social media presence.
THREATS Major car manufacturer brands like Chevy, Nissan and Ford producing their own electric vehicles with higher marketing budgets. Competitors manufacturing better visually appealing EVs. Competitors building high performance EVs.
STRATEGY FOR PROMOTING THE BRAND IN THE CAMPAIGN PROJECT (BIG IDEA)
There is a possibility of revising the current logo and updating the current color scheme to a more “eye grabbing” color. Their website would get a complete overhaul to something more dynamic to offset the unexciting car design. From there, everything from social media to billboard ads and dealer commercials will be redesigned to stay consistent with the brand’s new look. There is a possibility of creating a mobile app as well as product merchandising which will consist of, but not limited to: apparel, bags, computer cases, pens, water bottles, bobble heads, etc.
PROJECT BOOK&STYLE GUIDE
12
BRANDDEVELOPMENT
1.0
DESIGNRESEARCH
The website needs to be less confusing with less links on the home page, needs to be more inviting and a cool factor The current merchandise needs more variety. For example, car chargers, mini efficient flashlights. They need more advertising: Bus Stops, commercials (TV and YouTube) Billboards, etc.
15 WHEEGOELECTRIC CARS
THEME&DESIGN AUDIT
“
THIS SITE IS AWESOME! ....SAID NO ONE EVER.”
THECOMPETITORS TESLAMOTORS
SMARTCAR
ZAPCARS
PROJECT BOOK&STYLE GUIDE
16
MOODBOARD While creating this mood board I used a combination of dominance and priority, rhythm, line, space, color and balance to present three different directions. Creating three different directions in a short time can be very stressful, but it is apart of the job. Christian Vasili said it best, “Besides the many skills you will have to learn, getting a job on the web also requires personal attributes such as resistance to stress, creativity and self-motivation.� (Vasili, 2011)
17 WHEEGOELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
18
LOGOINSPIRATION While studying each car manufacturer’s logo, I noticed that each one was unique, simple and iconic. So with that being said, l always kept my three directive words in mind while sketching each logo. At first, I wanted to follow the “rule” by having an emblem incased in a circular shape, but as I drove around town and noticed that almost every car manufacturer’s logo was doing that, I decided to get away from that. CURRENTLOGO
19 WHEEGOELECTRIC CARS
“
YOU WANT TO LEAVE YOUR CLIENT WITH JUST ONE THING TO REMEMBER ABOUT YOUR DESIGN.” (Airey 36)
LOGODEVELOPMENT Based on David Airey’s criteria Wheego’s logo is simple, it commits to memory, it focuses on one characteristic about the company and it seems to measure up in its distinction from other electric car manufacturers. Its logo mark, without the type, can be placed on a zipper or can be scaled up to fit on a billboard. David Airey writes in his book, Logo Design Love: A Guide to Creating Iconic Brand Identities, “You want to leave your client with just one thing to remember about your design.” (Airey 36) I believe Wheego’s sine wave in the middle of the “o” and logo mark has iconic potential, but I feel that using some negative space can give it more pop and making it commit to one’s memory a bit better.
PROJECT BOOK&STYLE GUIDE
20
NEWLOGO THE
21 WHEEGOELECTRIC CARS
HEEGO ELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
22
STYLEGUIDE
LOGOSTANDARDS
HEEGO ELECTRIC CARS
Logo with and without tagline
HEEGO
HEEGO
ELECTRIC CARS
ELECTRIC CARS
I go. You go. Wheego.
HEEGO ELECTRIC CARS
25 WHEEGOELECTRIC CARS
Referral Program Logo
HEEGO ELECTRIC CARS
WHEEGOLOGO
“
I didn’t want the logo to resemble anything on the market. Also, I wanted to design a logo that will allow the com-
= Clear Space
The clear space indicated in the illustration to the left shows the maximum amount of space allowed around the logo at all times.
Full Color
pany some room for growth; a timeless symbol that can placed on every car that they design in the future.”
Black & White
HEEGO
HEEGO
ELECTRIC CARS
ELECTRIC CARS
HEEGO ELECTRIC CARS
Referral Program Logo
HEEGO ELECTRIC CARS
Full Color
Negative
HEEGO ELECTRIC CARS
Black & White
HEEGO
LOGO IS ONLY USED FOR THE REFERRAL PROGRAM
ELECTRIC CARS
Negative
PROJECT BOOK&STYLE GUIDE
26
LOGOMISUSE
HEEGO ELECTRIC CARS
Skewing? Nope.
HEEGO ELECTRIC CARS
Background color behind the logo is a big no no. (If so, use the negative version of the logo.)
HEEGO ELECTRIC CARS
Dropshadow? Ha! Yeah, right.
HEEG O
ELEC
TRIC
CARS
Rotatation? No sir.
HEEGO ELECTRIC CARS
Do not use inner shadow, please.
HEEGO ELECTRIC CARS
Don’t make it glow or any other special effects.
The Wheego logo can be displayed in full color, black & white and, or, as a transparency when it is appropriate to do so. Present the logo in such a way that reflects the brand of Wheego Electric Cars. Remember: Cool, Clean and Fun.
27 WHEEGOELECTRIC CARS
BRANDIMAGERY
When selecting imagery for Wheego, the images should be of vibrant spirited, sometimes sophisticated, people who really enjoy their driving experience. Of course, images of the brand’s vehicles, interior or exterior, will need to be incorporated into any sort of presentation as well.
Wheego’s are city commuters, but can travel on the highway if needing to. Keep in mind that the design of the cars itself will evolve every year. So with that being said, select images that will keep the “look and feel” of the brand as joyful, upbeat, a little rebellious with slight sophistication.
PROJECT BOOK&STYLE GUIDE
28
BRANDCOLORS The colors of the brand represent a sense of vibrancy and sophistication. Instead of going with the typical green, like over other car manufacterer when
RGB 59, 157, 216 CMYK 0.7269, 0.2731, 0.0000, 0.1529
talking about hybrid electric or all-electric vehicles, this brand will simply look and feel cool. The darker hues of the color palette are there so that the brand’s image will have it spot for the conservative crowd or
RGB 4, 4, 4 CMYK 0.0000, 0.0000, 0.0000, 0.9843
older target audience.
RGB 242, 242, 242 CMYK 0.0000, 0.0000, 0.0000, 0.0510
29 WHEEGOELECTRIC CARS
TYPOGRAPHYFONT Aa Bb Cc Dd Ee Ff Gg PRIMARYCOPY ITALIC
AVENIRNEXT
Aa Bb Cc Dd Ee Ff Gg
Aa Bb Cc Dd Ee Ff Gg
Aa Bb Cc Dd Ee Ff Gg
Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg
Aa Bb Cc Dd Ee Ff Gg
Aa Bb Cc Dd Ee Ff Gg BODYCOPY
Aa Bb Cc Dd Ee Ff Gg
Aa Bb Cc Dd Ee Ff Gg
“
The original Avenir family is made up of designs with gradual weight changes in order to satisfy the needs of specific text applications. While the book and light weights have similar stroke widths, the book weight is well suited for body text, whereas the light was designed for captions and subhead text.” (Fonts, 2014) PROJECT BOOK&STYLE GUIDE
30
STATIONARYGUIDELINES
The company collateral shown should be used for internal and external communication. It is crucial to keep consistancy in the brand.
• Letterhead Envelope • Letterhead • Business Card
31 WHEEGOELECTRIC CARS
PRINTMEDIAGUIDELINES Example
Full bleed image
Tagline
Wheego logo always centered at the bottom
PROJECT BOOK&STYLE GUIDE
32
VOICE&MOTION 32 WHEEGOELECTRIC CARS
THEMOTION
Click link to view: http://youtu.be/SqLRpUFzAdo
WHEEGOIS. . . . . .
COOL REBELLIOUS CLEAN FUN
Since this is an all-electric vehicle, there won’t be any exhaust or engine sounds, but there will be sounds of the vehicles car horn. Also, there will be sounds of the car zooming down the road, music playing from the stereo, the sound of the driver and passenger talking and laughing, and the sound of the gps giving out turn-by-turn directions accompanied by the sound of a turn signal. The motion of the brand should be smooth and clean movements. Also, the movement should convey sort of a playful-ness that will reflect the production of the all-electric vehicles.
THEVOICE The four words to the right express the voice and tone of this campaign. The various types of media, print ads, television ads, brochures and even down to the business cards, the consumer and employees should feel fun and confident.
PROJECT BOOK&STYLE GUIDE
33
FINALDESIGNS
STATIONARY
36 WHEEGOELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
37
FULL PAGESPREAD AD
38 WHEEGOELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
39
DESKTOP&MO
40 WHEEGOELECTRIC CARS
OBILEWEBSITE
PROJECT BOOK&STYLE GUIDE
41
UI/UX Mobile App
DIGITALAPPLICATIONS
42 WHEEGOELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
43
44 WHEEGOELECTRIC CARS
SOCIALMEDIA
PROJECT BOOK&STYLE GUIDE
45
OUTD
46 WHEEGOELECTRIC CARS
DOORPRINT AD
WILL HELP ASSIST IN BRAND LOYALTY
PROJECT BOOK&STYLE GUIDE
47
48 WHEEGOELECTRIC CARS
STRATEGICALLY PLACED IN AREAS OF HIGH TRAFFIC
PROJECT BOOK&STYLE GUIDE
49
50 WHEEGOELECTRIC CARS
WHEEGO BILLBOARDS WILL NOT ONLY SERVE AS A TOOL FOR ADVERSTISING, BUT WILL ALSO BE USED AS A CHARGE STATION.
PROJECT BOOK&STYLE GUIDE
51
BRAND MERCHANDISE WILL ALSO SERVE AS ITS OWN MARKETING TOOL WHILE PEOPLE ARE WALKING AROUND SPORTING THE COMPAYNY GEAR.
52 WHEEGOELECTRIC CARS
PROJECT BOOK&STYLE GUIDE
53
IMAGEREFERENCES 1st Class Sleep Diagnostics, Inc. (2013). How sleep disorders can affect your sleep. Retrieved from http://1stclasssleep.files.wordpress.com/2012/03/refreshed1.jpg, Berk, J. (2013, January 7). Wind power and you. Retrieved from http://jonathanberk711.files.wordpress.com/2013/01/wind-turbines-wind-energy-wind-power-wind-farm.jpg, Cool Desktop Background. (2013). Cool desktop background. Retrieved from http://hdwallpaper2013.com/hd/cool-desktop-backgrounds-hd-wallpaper.html/attachment/cool-desktop-backgrounds-hd-wallpaper, Dischner, Z. (2013, September 1). Stars and orbs. Retrieved from http://www.flickr.com/photos/zachd1_618/9720481020/sizes/z/in/photostream/, Exponent (2013). Electronic materials and packaging. Retrieved from http://www.exponent.com/files/Uploads/Images/electrical/integrated circuit. jpg, Heine, B. (2011, January 11). Brussels by night. Retrieved from http://www.flickr.com/photos/benheine/5375318069/sizes/z/in/photostream/, Hughson, D. (2010, December 26). Different names for the same place. Retrieved from http://www.flickr.com/photos/manyfires/2807520234/sizes/z/in/photostream/, Lagerstedt, M. (2010, March 4). Through the darkness. Retrieved from http://www.flickr.com/photos/latyrx/4427426782/, Lee, J. Y. (2008, December 17). Intersection. Retrieved from http://www.flickr.com/photos/jianyuan/3162061775/, Katarina 2353. (2013). Sky only. Retrieved from http://www.flickr.com/photos/jup3nep/8613630858/sizes/z/in/photostream/, Lumatic. (2005, September 25). Plasma lightening bolt and thunder. Retrieved from http://www.flickr.com/photos/lotse/46485951/sizes/z/in/photostream/, Underthewaves. (2009, October 25). Fire in the sky. Retrieved from http://www.flickr.com/photos/infondoalmare/4052291884/
54 WHEEGOELECTRIC CARS
http://www.stockvault.net/photo/131014/girl-jumping-in-the-air http://www.stockvault.net/photo/137553/road-and-sky-traffic http://www.stockvault.net/photo/150987/speed-of-light http://www.stockvault.net/photo/133593/hopewell-scenery---hdr http://www.compasscayman.com/uploadedImages/caycompass/2014/03/21/Wheego-Car-4-S.jpg http://www.leviton.com/OA_HTML/ibcGetAttachment.jsp?cItemId=L8ypzb8QRI7djicupOahZg&label=IBE&appName=IBE&minisite=10251 http://www.stockvault.net/photo/137540/night-traffic-on-highway http://www.stockvault.net/photo/132436/kids-breakdancing http://www.stockvault.net/photo/103258/rebellious-attitude http://www.stockvault.net/photo/148406/car-lights http://www.stockvault.net/photo/135730/street-lights http://www.stockvault.net/photo/109080/aaron---ford
PROJECT BOOK&STYLE GUIDE
54
HEEGO ELECTRIC CARS
CREATEDBY WILLIAM D. ALFORD WILLIAMDALFORD@YAHOO.COM P216.816.4603