VISUAL STRATEGY GUIDE
ZHEN JIMMY LI
VISUAL STRATEGY GUIDE
Delorean is not just a car company, it’s so much more. It is a dream to break the existing system, and bring fresh air to a stalling machine and create something unique and different. It bears the unfulfilled dreams of a generation which needs to be continued.
CONTENTS
BRAND FACTS
PERSONAS
01
16
01 Brand History
16 Introduction
08 Timeline
18 Audience
10 Mission Statement
24 Outliers
14 Keywords
BRAND VISUALIZATION
COMPETITORS 33
27 27 Introduction
33 Introduction
28 Before
34 Current Competitors
30 After
36 Adjacent Competitors 38 Aspirational Competitors
REFERENCES & SOURCES 40
BRAND FACTS
BRAND HISTORY
The DeLorean Motor Company (DMC) is an American automobile manufacturer formed by automobile industry executive John DeLorean in 1975. It is remembered for the one model it produced—the distinctive stainless steel DeLorean DMC-12 sports car featuring gull-wing doors—and for its brief and turbulent history, ending in receivership and bankruptcy in 1982. Near the end, in a desperate attempt to raise the funds his company needed to survive, John DeLorean was filmed appearing to accept money to take part in drug trafficking, but was subsequently acquitted of charges brought against him on the basis of entrapment.
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VISUAL STRATEGY GUIDE
The car gained even more attention after it was featured in the popular 1985, 1989, and 1990 films in the Back to the Future movie trilogy. The car still attracts attention, as the film is so popular and the car in a main part in the film. The car gained a considerable amount of attention in 2015, specifically October 21, 2015. The characters Marty McFly and Emmett Brown traveled into the future in Back to the Future Part II and ended up in 2015 on October 21. On the real October 21, 2015, the movie was celebrated all over the United States, and some other countries, and the date became known as “Back to the Future Day.�[1]
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BRAND FACTS | Brand History
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VISUAL STRATEGY GUIDE
Several special-edition DMC-12 cars have been produced over the years, and the car is most notably featured as the time machine in the Back to the Future film trilogy. Six DeLorean chassis were used during the production, along with one manufactured out of fiberglass for scenes where a full-size DeLorean was needed to “fly� on-screen; only three of the cars still exist, with one that was destroyed at the end of Back to the Future Part III, two additional were abandoned, and the fiberglass replica was scrapped. Universal Studios owns
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BRAND FACTS | Brand History
two of the remaining cars, occasionally putting them on display or using them for other productions, and the last resides in a private collection after having been extensively restored.[46] Beginning April 20, 2016, the official Back to the Future DeLorean can be viewed at the Petersen Automotive Museum. A number of production DeLoreans have been modified by the aftermarket into Back to the Future time machine replicas whose bodies and interiors are modified to mirror the appearance and functions of the film cars.
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VISUAL STRATEGY GUIDE
In 1995, Liverpool-born mechanic Mr. Stephen Wynne started a separate company using the “DeLorean Motor Company” name and shortly later acquired the remaining parts inventory and the stylized “DMC” trademark of DeLorean Motor Company. The current DeLorean Motor Company located in Humble near Houston,
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BRAND FACTS | Brand History
Texas is not, and has never been, associated with the original company, but supports owners of DeLorean cars. DMC Texas, as they are known, has an additional five authorized, franchised dealers in Bonita Springs, Florida; Crystal Lake, Illinois; Huntington Beach, California; Bellevue, Washington and Netherlands.[2]
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VISUAL STRATEGY GUIDE
TIMELINE [3]
If you look at DMC’s time line, it’s fascinatingly short, yet extremely interesting and legendary. John DeLorean’s attempt to break the hold of the car industry was a tragic loss, yet epically delicious.
LATE 1976 First prototype
JANUARY 21, 1981 [4]
OCTOBER 25, 1982
First car assembled
Company bankruptcy
OCTOBER 24, 1975
LATE 1982 [5]
OCTOBER 19, 1982
Founded
Last car assembled
DeLorean’s arrest
OCTOBER 1978 Manufacturing plant began in Northern Ireland
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BRAND FACTS | Timeline
At this point, like a phoenix rising form the fire, continued by the real blood and spirit of John DeLorean, the new DeLorean Group is established and a new identity is created. And this new group is not about the DMC-12.
JULY 3, 1985 [6] Back to the Future franchise
2007 Refurbished car production started
AUGUST 16, 1984
MARCH 19, 2005
Found not guilty
Death of John DeLorean
1995 New DMC Texas started
NOV, 2016 DeLorean Group established New identity published
SEPT. 1, 2016 Rebranding project started
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VISUAL STRATEGY GUIDE
And as the phoenix rising from the ashes, the spirit of rebellion and disruption is burnt in the soul of the company. Just as car critic Jason Manning says:
“But what he really wanted to do was start his own car company and break the hold that Ford, Chrysler and GM had on the American auto industry.” [7] —Jason Manning writer for The 80s Club car critic.
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BRAND FACTS | Mission Statement
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VISUAL STRATEGY GUIDE
MISSION STATEMENT
To accelerate progress and to inspire innovation in people.
With the incredible history and brand euity inheritage from the original DMC brand, our branding objective is to make a new impact in the public for the brand, to raise awareness and establish a position as a game changer in all industries.
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BRAND FACTS | Mission Statement
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VISUAL STRATEGY GUIDE
To understand the true spirit of a rebellion, and to understand the true soul of DeLorean, one has to understand the heart of a rebel. We describe the spirit in three words, persuasion, persistence and passion.
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BRAND FACTS | Keywords
KEYWORDS
Persuasion
Persistence
Passion
When John DeLorean launched the project, he had full confidence that the car will succeed, and he persuaded hundreds of investors to put money in this new and unheard motor company. It shows his confidence and personal appeal. The new brand will help people gain those qualities.
The car was designed to fulfill a dream, a dream to break the hold of the three kings in American auto market. Even during the hardest times, John DeLorean never thought of quitting. It’s not encouraged to do what he did, but it showed his persistence.
If it wasn’t for the passion of creating a new motor company to shake up the industry, John DeLorean couldn’t have gone that far. It takes great emotional connections to be passionate about something, and passion helps people to work harder and go greater length to achieve what they want.
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VISUAL STRATEGY GUIDE
PERSONAS
INTRODUCTION
DeLorean’s new audience is young professionals from 21 to 35 years old with a certain degree of financial support. This group of people are just about to reach their adulthood or in the early stage of it, they need the confidence to survive the world and break through the traditions the older generations has laid down.
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PERSONAS | AUDIENCE
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VISUAL STRATEGY GUIDE
Jamar Lewis
The Child Prodigy
AUDIENCE
Age Occupation Location Marital Status
Jamar quit medical school, disobeying his father because he didn’t feel the excitement there. One year after he formed his own tech company, his app went on top of the app store chart, because it changed the way of shopping for men. Was the captain of the school debate team because he likes the challenge of thinking about something from every angle.
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22 Tech entrepreneur Palo Alto, CA Single
He quit the medical school when he felt “just right” about his idea of an app that would“change people’s lives.” Wants to break the hold of Amazon in online shopping because Amazon is “not good enough”. Concurred so many obstacles to invented a new syringe that couldn’t be used twice all because of his persistence.
PERSONAS | Audience
Raji Punjabi
The New Age Banker
Age Occupation Location Marital Status
26 Employee at a financing company Bombay, India Single
Joined the group because he believes the company’s idea would change the landscape of banking. Started as a coder, but switched interest to banking because of the difficulties to retrieving money from the bank. Has two patents in different fields because he always looks for ways to make life better. Was promoted twice in a year because of his contribution of ideas to the group made huge success.
His father wanted him to be a lawyer like him, but he was hooked by the computer when he got one for birthday. Quit school to joined the company because he had “learned enough from school”. Hates when his father calls him “junior” because he wants to be his own man and change the world.
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VISUAL STRATEGY GUIDE
Carol Jenkins
Age Occupation Location Marital Status
20
The Good Parent
53 Early retiree, founder of a home business NY, NY Married
Started a home business after an early retirement because she felt she couldn’t stay at home and be a homemaker. She always tries to find things to improve around her, and do it herself because she is so confident about her creativity and craftsmanship. Her products soon got into the top ten list in the industry because of her fresh new ideas of production and logistics. Soon developed an app to work with her business with the help of her son because she believes in the new technologies. Always wants to go skydiving or kite surfing because she loves the challenges and the feeling of control. Started the business because she had been working in the same line of business for years and felt something needed to be changed.
PERSONAS | Audience
John Hu
Age Occupation Location Marital Status
35 Professor of Economics Hangzhou, China Married
The Passionate Educator
Majored in economics because he was super poor wanted to understand why. Believes that everyone can be rich, if he or she is smart enough and works hard enough, because he has his own experience to prove it. Didn’t get a bachelor’s degree at first attempt because he couldn’t pass the Level 4 English Test. Never gave up before starting his own company because he believed he would be successful some day. Still keeps an old coin in his wallet which he was reluctant to spend 20 years ago to remind him of his humble roots. Was really bad at English but became fluent in one year after deciding to expand internationally. Would pick up half used copy paper from trash to reuse because he knows the value of saving and recycling.
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VISUAL STRATEGY GUIDE
Kon Goro
The Creator
Age Occupation Location Marital Status
28 Inventor Kyoto, Japan Single
Was a big fan of superheroes since 5, the spirit of rebellion is deeply marked on his heart. Wants to change the world by providing a new way to communicate, because he thinks the way people have to pay to get internet access is wrong. Not short of money because his inventions always have buyers. Feels a little guilty from selling inventions because he thinks the whole idea of capitalism is wrong.
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Still selling ideas and patents because he needs the money for the big project. Always interested in buying new tech gadgets on the market because he wants to know what other great minds are doing. Likes Star Trek franchise because it describes a future without poverty and the need of cash.
PERSONAS | Audience
Sylvia Howarth
Age Occupation Location Marital Status
The Tough Gal
40 Gardener / Entrepreneur Essex, England Married
Invented a new way for young professionals to garden because she believes gardening can change the world too. Was the local mud run champion for the last 5 years because she believes a girl can be as tough as a guy. Pays employees on the same position the same salary because she is a big supporter of the Equal Pay movement. Would try everyone of her own product before putting on the market because she doesn’t want people to pay for products herself doesn’t want to use.
Mother wanted her to study art history like she did, but she switched to landscape anyway because she wants to focus on the future. Would test hundreds of times before launching a new product because she believes that’s what makes her customers like her products. Got the first loan from the local bank even though she just had a rough idea, that’s how persuasive she can be.
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VISUAL STRATEGY GUIDE
Tom McQueen
OUTLIERS
Age Occupation Location Marital Status
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40 Senior executive at a large corporation Chicago, Illinois Married
The Corporate Shark
Finished business school as his father told him to because family value is very important to him. For the same reason, proposed to his girlfriend after dating for two years. Fathers three children as planned because forming his own family was his dream. Has everything planned until his own funeral and for his kids because he feels comfortable having plans for everything. Very good at what he does because of his education and the way he understands the business. Drives an executive car and lives in the suburbs like living in an American dream because he believes in it and worked hard to make it happen. Satisfied about everything he has and likes everything to remain exactly like this.
PERSONAS | Outliers
JJ Perez
He’s got a job at the local mall after graduation like father told him to. He wants to apply for college like a good kid would do, but has to save money for it. Hates to stick out on appearance, because being different is not cool Wants to join the army because he thinks following orders is easier than being creative, plus it’s cool. Don’t have a lot of friends except for Angelo from school that has no idea what to do with his life. Quit the debate team because he feels nervous speaking in public. Skateboard everywhere because it’s the only way he feels free.
The Fresh Graduate
Age 18 Occupation Cashier Location Philadelphia, PA Marital Status Single
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BRAND VISUALIZATION
INTRODUCTION
As the personas we set up, DeLorean was a bit rebellious too. He was one man against the big three, it was daring, adventurous, but lonely. And he lost the battle at last, so it was all a little lonesome and sad. I call the original visual “Space Cowboy�. After our re-branding project, the future image of the brand should still be daring and confident, but more refined. Just like a black panther, the new image will reflect a elegant, fast paced and rebellious life style.
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VISUAL STRATEGY GUIDE
DMC
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BRAND VISUALIZATION | Before
BEFORE: SPACE COWBOY
The original image of DeLorean was established in the 1980s, when the star wars initiative was launched, and the big screen was filled with primmitive science fiction movies. A lonesome heroism was growing with DeLorean brand when a DMC-12 was put on the big screen. Primitive, yet futuristic, just like the theme of putting a cowboy in the time-space continuum.
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VISUAL STRATEGY GUIDE
AFTER: URBAN CRUSADER
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After our re-branding project, the future image of the brand should still be daring and confident, but more refined. Just like a black panther, the new image will reflect a elegant, fast paced and rebellious life style. Shiny leather, geometric office buildings, glass walls, it’s an urban crusade against everything that is old and stagnated, and embrassing everything new and revolustionary.
BRAND VISUALIZATION | After
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VISUAL STRATEGY GUIDE
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COMPETITORS
INTRODUCTION
When DeLorean started DMC, its competitors was Corvette and other supercars that doesn’t cost too much. Now so many years have passed, DMC has a new mission to innovate people and to push the transition of the existing system, DMC has to look at younger companies that innovate people the most. The following lists will show you the company’s original competitors, adjacent competitors and the future competitors.
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VISUAL STRATEGY GUIDE
Ford is included because of its legendary GT40 which may have the same emotional value as the DMC-12 has for someone.
CURRENT COMPETITORS There are a lot of choices when it comes to supercars. Although a DeLorean bears a fame from the films, its performance is not much of a supercar. People who buy DeLoreans are buying more for the story and name. So we are looking for brands that bear the same kind of fames and stories. On the other hand, these competitors shouldn’t be too expensive, because DeLorean wasn’t a super expensive brand itself.
Not only they look alike, within the same price range, but many of DMC-12’s mechanical parts were also designed by Lotus.
Porsche has a lot of classics, which are also collectibles. They are also in the same price range.
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COMPETITORS | Current
Jaguar has a few sports models that have the same historical value and they were produced in the same country.
Honda is included because of its NSX series which is also flat bodied and not super expensive.
In the 1960s and 70s, Alfa Romeo released a few designs with the “wedgy“ look which inspired the design of DMC-12.
With the same price range, Corvette is the only supercar brand from America which I could count in.
Toyota has its Celica / Supra series since 1980s which are also sporty and sharp looking.
TVR also has a limited production, rooted in Britain, and kind of in the same price range.
The same reason as Alfa Romeo. Italian design, same kind of price, and historical values.
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VISUAL STRATEGY GUIDE
Daher-Socata is a small plane manufacturer which provides choices under $100,000.
Chris-Craft produces small fishing boats which are in the range of a hundred thousand dollars, and probably have more fun.
Caterpillar is not just about heavy machines, it provides services and protection to workers.
Driving a chopper may have the same fun as driving a DMC, if not more, and definitely more rebellious.
Buy an RV and travel around the country is as much fun as driving a DMC-12.
Put the same amount of money in clothes might also make someone’s life more satisfying.
Some may want to put the money in home renovation, which represents a big change with passion.
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Invest in a YAMAHA motorcycle or a boat engine might just do the trick of satisfying the need for speed or self-esteem.
COMPETITORS | Adjacent
Use the money for a political campaign may change the world.
ADJACENT COMPETITORS
If DMC’s customer didn’t want to buy the car anymore, they might want to spend the money somewhere else, but with the same passion to change something in their own lives or others’. There are many ways to do so, which can be provided by companies listed. Buy a computer and help with your work is also a good idea to spend some money.
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VISUAL STRATEGY GUIDE
Tesla is not a car company, it is an energy company. Its mission is to push world’s use of energy to a sustainable future.
ASPIRATIONAL COMPETITORS
DMC was not just a car company, it represented a force to shake up the old system, the passion to bring innovation into a stagnating industry. That’s why the future competitors are the innovative companies who are doing something far more meaningful and ambitious than it looks. Companies like Tesla, which is not just a car maker, but a company dedicates to changing the way people use energy.
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Amazon is not just about online shopping, its mission is to know what people want and meet their needs.
COMPETITORS | Aspirational
Lockheed Martin is not a aircraft manufacturer, its mission is to solve complex challenges, and to deliver solutions to keep people safe.
Apple’s Iphone and App Store changed the cell phone industry and made it a duopoly market.
Uber is not a taxi company, it changes the way people commute, and connects people with the resource to transportation.
Netflix is not a TV station or movie producer, but it licenses content and makes entertainment more accessible on TV.
Ricoh not only makes lenses, it also produces industrial 3D printers among other things. Its mission is to improve the quality of living and to drive sustainability.
GoPro is not just about photography, it’s also about adventures. It changed the perspective for people to look at things.
Venmo changed the way cash flows and made banking easier.
NASA is not just a space program, it is a dream for humans to explorer the unknown universe and obtain knowledge of the past.
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VISUAL STRATEGY GUIDE
References & Sources
REFERENCES
IMAGE SOURCES
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And that dream is not going to be just continued, but to be made much bigger, stronger and greater. DeLorean is not going to be just about cars, DeLorean is going to be everything that could change your life, from education, to health care. To be continued...
ZHEN (JIMMY) LI GR 604 02: THE NATURE OF IDENTITY FALL 2016