wheego electric cars. the rebrand

HEEGOELECTRIC CARSPROJECT BOOK&

REBRANDCAMPAIGNSTYLE GUIDE

GASOLINE?SCREW IT.

INTRODUCTION

THIS PROJECT BOOK EXPLAINS AND ILLUSTRATES, IN GREAT DE-TAIL, 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

2.BRANDDEVELOPMENT

3. STYLEGUIDE

4. FINALDESIGNS

1.1 Research Paper 1 - 61.2 Target Audience 7 - 101.3 SWOT Analysis 11 - 12

2.1 Design Research 13 - 162.2 Mood Boards 17 - 182.4 Logo Development 19 - 20

3.1 New Logo 20 - 213.2 Logo Standards 253.3 Logo Variations 263.4 Visuals 283.5 Color & Font Choice 29 - 303.6 Stationary Guidelines 31 - 323.7 Voice & Motion 32 - 33

4.1 Print 33 - 39 4.2 Website 40 - 414.3 Digital Media 42 - 454.4 Billboards 46 - 514.5 Marketable Products 52 - 534.6 References 54 - 55

WHEEGOELECTRIC CARS

1.0research

WHEEGOELECTRIC CARS1

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 pro-duced 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-elec-tric 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 ve-hicle 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.

THEABSTRACT

PROJECT BOOK&STYLE GUIDE 2

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.ado-be.com there were three color schemes that really catch my attention, Electric Jeanpant, Electric Deam and Electric Blue.

THESOLUTION

““

GREEN” VEHICLE, HAS BEEN DONE TIME AND TIME AGAIN. EVERYONE RECOGNIZES THE METAPHOR AND IT IS NOW TURNED INTO A CLICHÉ.



REFERENCESClub, 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-Motors-Inc-in-Palo-Alto-CA

Find The Company. (n.d.). Wheego electric cars, inc.. Retrieved from http://companies.findthecompany.com/l/18030389/Whee-go-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-nom-ics/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.

A


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 > > > > > > > > > > >


AA 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.

BTIMCOLLINS


ABA 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 pow-ered 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.

ANDREWJOHNSON


SWOTANALYSIS

STRENGTHS

OPPORTUNITIES

Fun to drive and reliable.

More concerned with the needs of consumer and their driving experience.

More Box Office movie cameos (Ex. 21 & Over)

The need for EVs will increase

Plans to build an electric SUV model next year

POSITIONING AND VALUE PROPOSITION

Wheego’s brand focuses on a driving experience

that consists of: fun, reliable and safe. They put their

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 advan-

tage over Tesla Motors average asking price of $50-

63k depending on which model you choose. Lower

prices, and the increase of the price for gasoline,

means new customers converting from gas to elec-

tric year after year.

WEAKNESSES

THREATS

Not big on flash and flare when it comes to advertising.

Very little social media presence.

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.

PROJECT BOOK&STYLE GUIDE11

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, every-

thing 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.

STRATEGY FOR PROMOTING THE BRAND IN THE CAMPAIGN

PROJECT (BIG IDEA)


1.02.0BRANDDEVELOPMENT


DESIGNRESEARCH THEME&DESIGN AUDIT

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 exam-ple, car chargers, mini efficient flashlights.

They need more advertising: Bus Stops, commercials (TV and YouTube) Billboards, etc.

“THIS SITE IS AWESOME! ....SAID NO ONE EVER.”

PROJECT BOOK&STYLE GUIDE

THECOMPETITORS

TESLAMOTORS

SMARTCAR

ZAPCARS

16

MOODBOARD

While creating this mood board I used a combination of dominance and priority, rhythm, line, space, color and balance to present three differ-ent 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-moti-vation.” (Vasili, 2011)


“YOU WANT TO LEAVE YOUR CLIENT WITH JUST ONE THING TO REMEMBER ABOUT YOUR DESIGN.”

(Airey 36)

CURRENTLOGO

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.


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 manufac-

turers. 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 Cre-

ating Iconic Brand Identities, “You want to

leave your client with just one thing to re-

member about your design.” (Airey 36) I be-

lieve 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.

LOGODEVELOPMENT


NEWLOGOTHE


HEEGOELECTRIC CARS


STYLEGUIDE3.0

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

I go. You go. Wheego.

HEEGOELECTRIC CARS Referral Program Logo

Logo with and without tagline

LOGOSTANDARDS


HEEGOELECTRIC CARS

= 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.

WHEEGOLOGO

LOGO IS ONLY USED FOR THE REFERRAL PROGRAM HEEGO

ELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

Full Color

Full Color

“Black & White

Black & White

Negative

Negative

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

Referral Program Logo

I didn’t want the logo to resemble any-

thing on the market. Also, I wanted to

design a logo that will allow the com-

pany some room for growth; a timeless

symbol that can placed on every car

that they design in the future.”


LOGOMISUSE

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

HEEGOELECTRIC CARS

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.

Skewing? Nope. Dropshadow? Ha! Yeah, right.

Background color behind the logo is a big no no. (If so, use the negative version of the logo.)

Rotatation? No sir. Don’t make it glow or any other special effects.

Do not use inner shadow, please.


BRANDIMAGERY

When selecting imagery for Wheego, the images should be of vibrant spirited, sometimes sophisti-cated, people who really enjoy their driving expe-rience. 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.


RGB 59, 157, 216CMYK 0.7269, 0.2731, 0.0000, 0.1529

RGB 4, 4, 4CMYK 0.0000, 0.0000, 0.0000, 0.9843

RGB 242, 242, 242CMYK 0.0000, 0.0000, 0.0000, 0.0510

BRANDCOLORS

The colors of the brand repre-sent a sense of vibrancy and sophistication. Instead of going with the typical green, like over other car manufacterer when 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 older target audience.


Aa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff Gg

Aa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff GgAa Bb Cc Dd Ee Ff Gg

TYPOGRAPHYFONT

AVENIRNEXT

BODYCOPY

PRIMARYCOPYITALIC

“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 sub-head text.” (Fonts, 2014)


STATIONARYGUIDELINES

The company collateral shown should be used for internal and external com-munication. It is crucial to keep consistancy in the brand.


• Letterhead Envelope

• Letterhead

• Business Card

PRINTMEDIAGUIDELINES


Wheego logo always centered at the bottom

Full bleed image

Example

Tagline

VOICE&MOTION


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 ste-reo, the sound of the driver and passenger talking and laughing, and the sound of the gps giving out turn-by-turn directions accom-panied 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.

THEMOTION

THEVOICE

Click link to view: http://youtu.be/SqLRpUFzAdo

WHEEGOIS. . . . . .

COOLREBELLIOUSCLEANFUN

The four words to the right express the voice and tone of this cam-paign. The various types of media, print ads, television ads, brochures and even down to the business cards, the consumer and employ-ees should feel fun and confident.


FINALDESIGNS4.0

STATIONARY



FULL PAGESPREAD AD

DESKTOP&MOBILEWEBSITE


UI/UX Mobile App


DIGITALAPPLICATIONS


SOCIALMEDIA


OUTDOORPRINT AD


OUTDOORPRINT AD

WILL HELP ASSIST IN BRAND LOYALTY


STRATEGICALLY PLACED IN AREAS OF HIGH TRAFFIC


WHEEGO BILLBOARDS WILL NOT ONLY SERVE AS A TOOL FOR ADVERSTISING, BUT WILL ALSO BE USED AS A CHARGE STATION.


BRAND MERCHANDISE WILL ALSO SERVE AS ITS OWN MARKETING TOOL WHILE PEOPLE ARE WALKING AROUND SPORTING THE COMPAYNY GEAR.

IMAGEREFERENCES1st Class Sleep Diagnostics, Inc. (2013). How sleep disorders can affect your sleep. Retrieved from http://1stclasssleep.files.word-press.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-pow-er-wind-farm.jpg, Cool Desktop Background. (2013).

Cool desktop background. Retrieved from http://hdwallpaper2013.com/hd/cool-desktop-backgrounds-hd-wallpaper.html/attach-ment/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/, Under-thewaves. (2009, October 25).

Fire in the sky. Retrieved from http://www.flickr.com/photos/infondoalmare/4052291884/


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&mi-nisite=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


HEEGOELECTRIC CARS

CREATEDBY WILLIAM D. [email protected]

wheego electric cars. the rebrand

Documents

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handful of electric

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electric car market

company wheego electric

new logo

current logo