GR604 Student Project - DeLorean Visual-Strategy-Guide

V isual Strategy Guide

DeLorean Motor Company (DMC) started in 1975 by John DeLorean who wanted to make a unique sports car, the DMC-12. This car stood out because of its cool design, metal body, and doors that opened upwards. Even though it became famous from the “Back to the Future” movies, the company had money problems and had to shut down in 1982 after John DeLorean got into legal trouble. But the DeLorean car is still loved today, thanks to a company in Texas that fixes up and sells old DMC-12s, keeping John DeLorean’s dream alive for car fans everywhere.

“We were trying to build a car that would last, that had the quality of eternity.”

John DeLorean BRAND OVERVIEW

WHAT WE DO

DeLorean Motor Company stands as a testament to innovation in the automotive industry, most famously for creating the DMC-12. This iconic car, with its distinctive gull-wing doors and stainless steel body, epitomizes the brand’s commitment to pioneering design and technological advancement.

WHY WE DO IT

The brand appeals to a diverse group, including classic car enthusiasts, technology aficionados, and those captivated by the allure of 1980s nostalgia mixed with futuristic vision. DeLorean resonates with individuals who appreciate not just the functionality of a vehicle but also its ability to symbolize creativity and individual expression.

WHO WE DO IT FOR

DeLorean’s mission transcends the mere manufacturing of vehicles; it is about challenging the norms of automotive design and production. The brand embodies a deep-rooted belief in he power of dreams and innovation. It aims to inspire those who see cars as more than transportation – as symbols of freedom, creativity, and the relentless pursuit of turning visionary ideas into reality.

John Z. DeLorean founds DMC, departing from General Motors to innovate the automotive industry with a futuristic sports car.

John DeLorean faces arrest over a supposed $100 million drug deal to save DMC, marking a tumultuous period. DMC declares bankruptcy, ceasing DMC-12 production.

DMC introduces the DMC-12, featuring a stainless steel body a nd gull-wing doors, showcasing design and innovation.

“BACK TO THE FUTURE”

The DMC-12 stars in “Back to the Future,” becoming a cultural icon and symbolizing innovation and time travel.

THE DMC-12 LAUNCH

1990

The trilogy ends with the DeLorean, cementing its status as a timeless automotive and cultural icon.

2011

DMC unveils an electric DeLorean model in Houston, signaling a commitment to sustainability and innovation.

1995

A NEW CHAPTER

Stephen Wynne revives DeLorean in Texas, offering services and restorations, rejuvenating its legacy.

DELOREAN GOES ELECTRIC A NOSTALGIC COMEBACK THE ALPHA5 REVEAL REBRANDING

DMC plans to reproduce original DeLorean models under new federal legislation, reigniting its legacy.

The Alpha5, designed by Italdesign, modernizes the iconic DeLorean with contemporary design elements and classic features.

OUR FUTURE

At DeLorean, we merge heritage with innovation to redefine creativity across time. Our mission is to push boundaries and inspire generations, honoring our rich history while crafting the future. We cater to doers and pioneers, those who see beyond the horizon. Our brand is a beacon for innovation, promising a future where every advance echoes our timeless vision. DeLorean is not just about cars; it’s about inspiring endless possibilities and fostering a legacy that transcends generations. This is our commitment to the future: to innovate for those who dare to defy complacent.

BRAND SOUL

Disrupting convention, expertise-driven confidence, action-oriented innovation.

BRAND MISSION

We ignite innovation, pioneer spirit, and empower collaboration for those who are ready to break boundaries, challenge the status quo, and fuel their drive towards excellence—unite visionaries in transforming society through technology, design, education and beyond.

BRAND OBJECTIVE

DeLorean transcends automotive, championing disruption, expertise, and innovation across sectors. Beyond transport, we spearhead progress, blending innovation with individuality. We’re forging solutions that challenge norms, encouraging unique paths to excellence. Our goal: to unite visionaries in transforming society through technology, design, and beyond. By joining DeLorean, you embrace boldness and a commitment to excellence, driving change and redefining futures. Together, we’re not just part of the change—we are the change, pioneering new standards and achieve tomorrow.

“No great car was ever done by a group. Almost all the great cars in the world that you know about were individual efforts”

John DeLorean

KEYWORDS

INNOVATION

Boldness and Courage to Defy Complacency

PIONEERS

Challenge Conventional Norms

COLLABORATION

Fostering Genuine Connections and Experiences

BRAND GRID

DeLorean

DeLorean, emblematic of ‘80s innovation, encapsulated the era’s tech aspirations. Its designs not only reflected the period’s aesthetic but also inspired future technological dreams.

DELOREAN

BRAND GRID

FUTURE DeLorean

DeLorean’s evolution signals a shift towards pioneering new realms, embodying boldness and expertise, and fostering individuality across various sectors beyond automotive.

DELOREAN

Understanding our audience is pivotal for successful branding. Personas, based on real data, unveil our target demographics. Blending demographics with narratives reveals diverse needs, forging stronger connections. Crafting multiple personas, including enthusiasts and less engaged individuals, illuminates our fanbase and areas for growth. Exploring these personas provides insights for effective message customization. Personas serve as tools for deeper engagement, steering our brand to success. This section features 8 personas for Delorean, with 6 aligned with the brand and 2 not.

Interests: Participating technical communities, traveling , exploring.

Values: Innovation, Freedom, Independence

WITHIN THE SPECTRUM

TECH VISIONARY ADVOCATE

Ethan Zhou

32

Male

Asian American Tech Startup Founder Silicon Valley, California

[A] SEEKING AUTHENTIC EXPERIENCES

• He sometimes chooses to work remotely in foreign countries in order to find inspiration for the company’s project plans in new cultures and environments.

• He is interested in emerging technologies as he focuses on experiencing the world multidimensionally through technology and is looking for products that reflect his unique style and innovative thinking.

[B] CREATIVE FREEDOM AND EXPRESSION

• He is a fan of digital workspaces as he values efficiency and personalized solutions in the creative process.

• He enjoys commenting on and analyzing emerging technology trends in forums, which he believes helps him judge and think critically about future business models.

[C] CHALLENGING CONVENTIONAL NORMS

• He has a keen interest in strategy development because he believes that the mall is like a battlefield and business competition requires breaking the mold.

• He leads his team to use non-traditional programming languages and frameworks to challenge the limits of traditional software development.

Interests: Hybrid design, cross-functional collaboration, street art.

Values: Creative freedom, Expression, Community involvement

WITHIN THE SPECTRUM

ARTISTIC IMPACT PIONEER

Isabella Gomez

30 Female Latino

Senior Product Designer Austin, Texas

[A] SEEKING AUTHENTIC EXPERIENCES

• She travels to art exhibitions and design festivals because she seeks direct inspiration from the forefront of creative expression.

• She practices urban sketching in different cities, capturing unique moments and perspectives to fuel her design work.

[B] CREATIVE FREEDOM AND EXPRESSION

• She collaborates with local artisans on mixed media projects because she believes in blending traditional techniques with modern design.

• Join online art therapy sessions, providing a platform for individuals to explore their emotions and stories through art because she values the healing and expressive power of creativity.

[C] CHALLENGING CONVENTIONAL NORMS

• She participate in desiging public art installations challenging societal issues because she uses art as a tool for social change and community engagement.

• She volunteers mentoring young ethnic group designers, encouraging them to find their unique voice and defy the industry’s standard expectations, because she believes in the importance of power of creativity.

Interests: Extreme sports, environmental protection, techniques. Values: Adventure, Nature conservation, Social responsibility

PIONEER ADVENTURE

Michael Redhawk

35

Male

Native American Adventure Photographer Philadelphia, Pennsylvania

[A] SEEKING AUTHENTIC EXPERIENCES

• He participates in extreme sports and wilderness exploration because he seeks the thrill and authenticity of nature’s challenges.

• He learns survival skills and practices them on solo expeditions, embracing the raw experiences that test his limits and resilience.

[B] CREATIVE FREEDOM AND EXPRESSION

• Michael shoots TikTok videos about his adventures, sharing stories and lessons learned because he wants to inspire others to explore beyond their comfort zones.

• He customizes his gear and equipment, applying his knowledge and creativity to enhance his outdoor experiences.

[C] CHALLENGING CONVENTIONAL NORMS

• He volunteers for conservation projects in vulnerable ecosystems because he opposes the exploitation of natural resources and promotes sustainable adventure practices.

• He goes to community workshops on environmental stewardship, encouraging others to question and act against harmful environmental norms.

WITHIN THE SPECTRUM

Interests: Programming & Software Development, women & minority empowerment in technology.

Values: Technology Innovation, Social Responsibility, Diversity

CREATIVE VANGUARD

Sophia Chen

16

Female

Asian American High School Student Seattle, Washington

[A] SEEKING AUTHENTIC EXPERIENCES

• Sophia spends her weekends at coding bootcamps, to sharpen her programming skills, and immerse herself in the innovative tech community, finding real-world application crucial for her learning.

• She experiments with AR in school projects, believing that blending technology with education can transform conventional study methods into more engaging and effective sessions.

[B] CREATIVE FREEDOM AND EXPRESSION

• Sophia develops mobile apps that address teenage concerns and interests, utilizing her skills to voice her generation’s unique challenges and aspirations.

• She study from YouTube channel where teaches coding to beginners, aiming to empower herself with the knowledge to bring her creative ideas to life through technology.

[C] CHALLENGING CONVENTIONAL NORMS

• Sophia is working on an app that promotes creative living among teenagers, challenging her peers to reconsider their daily choices and their impact on the planet.

• She advocates for inclusivity in tech by organizing coding workshops specifically for young women and minority groups in her community, striving to break the gender and racial barriers prevalent in the tech industry.

WITHIN THE SPECTRUM

Interests: Digital art, public art program collaboration. Values: Artistic expression, Accessible education, Cultural diversit

EDUCATIONAL INNOVATION

Tristan Booker

26

Male

African American Community Art Teacher Miami, Florida

[A] SEEKING AUTHENTIC EXPERIENCES

• Tristan incorporates virtual reality in his teaching because he seeks to provide immersive and authentic learning experiences.

• He organizes field trips to art galleries and historical sites, allowing students to experience the subjects of their studies firsthand.

[B] CREATIVE FREEDOM AND EXPRESSION

• He integrates tech and digital art into traditional subjects, fostering a creative learning environment that challenges educational norms.

• He encourages his students to use digital portfolios, showcasing their work because he believes in empowering students through self-expression.

[C] CHALLENGING CONVENTIONAL NORMS

• He advocates for project-based learning, moving away from standardized testing because he believes in assessing individual creativity and understanding.

• He collaborates with educators worldwide, sharing strategies to innovate teaching methods and challenge the traditional education system.

WITHIN THE SPECTRUM

Interests: Global shared workspaces, technology and cultural events.

Values: Global perspective,Innovative design, Cultural exchange

TRAILBLAZING DESIGNER

Priya Patel

29 Female Indian American Architect Chicago, Illinois

[A] SEEKING AUTHENTIC EXPERIENCES

• She designs spaces that blend with the natural environment because she seeks to create authentic and sustainable living experiences.

• Priya travels to ancient architectural sites to draw inspiration, integrating traditional methods with modern design.

[B] CREATIVE FREEDOM AND EXPRESSION

• Priya uses advanced modeling software and VR to visualize innovative building designs, pushing the limits of architectural expression.

• She collaborates with artists to incorporate public art into her projects, believing that architecture and art together can transform communities.

[C] CHALLENGING CONVENTIONAL NORMS

• She promotes the use of eco-friendly materials in construction, challenging the industry’s reliance on unsustainable practices.

• She engages in urban planning initiatives, advocating for spaces that encourage community interaction and challenge the isolating trends of modern city life.

WITHIN THE SPECTRUM

Interests: Physical book and vinyl record collections, traditional crafts, historical tourism.

Values:Ttradition,Ccrafts, Cultural heritage

TRADITIONALIST CHEF

David Harper

45

Male

Caucasian

Chef and Restaurateur Portland, Oregon

[A] SEEKING AUTHENTIC EXPERIENCES

• David avoids modern cooking gadgets, preferring manual tools because he believes they retain the food’s authenticity and flavor.

• He rejects online cooking tutorials, insisting on in-person classes to preserve the integrity of traditional culinary education.

[B] CREATIVE FREEDOM AND EXPRESSION

• David dismisses molecular gastronomy, arguing that true culinary art lies in simplicity and historical accuracy.

• He rarely alters classic recipes, believing that innovation compromises the dishes’ cultural significance.

[C] CHALLENGING CONVENTIONAL NORMS

• He criticizes the fusion cuisine trend, viewing it as a departure from culinary traditions.

• He resists the use of alternative, sustainable ingredients, skeptical of their impact on traditional flavors.

Interests: Community agriculture support programs, zero-waste lifestyle, wildlife conservation.

Values: Environmental Protection, Sustainable Living, Educational Equality

ENVIRONMENTAL

Nia Johnson OUTSIDE

29 Female African American Environmental Science Graduate Student Boulder, Colorado

[A] SEEKING AUTHENTIC EXPERIENCES

• Nia distrusts technological solutions to environmental problems, favoring grassroots activism and hands-on conservation work.

• She avoids digital platforms for environmental advocacy, believing in the greater impact of major articals only.

[B] CREATIVE FREEDOM AND EXPRESSION

• She sees digital art as contributing to electronic waste, preferring physical mediums that she views as more environmentally responsible.

• She is critical of using social media for environmental campaigns, arguing that it dilutes the sincerity of the message.

[C] CHALLENGING CONVENTIONAL NORMS

• Nia opposes the idea of green technology, skeptical of its efficacy and potential environmental trade-offs.

• She challenges the push for electric vehicles, questioning the sustainability of their production and the source of their electricity.

By analyzing our competitors, we gain insights into their market positioning and weaknesses, aiding us to uniquely position DeLorean in the market. This overview of our current, adjacent, and future competitors helps guide our rebranding efforts and highlight DeLorean’s unique attributes.

CURRENT COMPETITORS

CATEGORY INTRODUCTION

The DeLorean Motor Company emerged as a unique force in an era defined by rapid advancements in automotive design and technology. Distinctive for its innovative design and cultural impact, DeLorean distinguished itself amidst a landscape teeming with both luxury and performance-oriented competitors.

PORSCHE

A hallmark of engineering excellence and luxury, Porsche sets a high bar in crafting the future of motion.

LEXUS

Lexus delivers exceptional craftsmanship and cutting-edge technology, redefining luxury in the automotive industry with a focus on comfort, performance, and sustainability.

FERRARI

The Italian powerhouse synonymous with speed and opulence, igniting passions with its vibrant dream machines.

LOTUS

Esteemed for its performance engineering heritage, Lotus competes with a focus on European-inspired dynamics.

BMW

A symbol of driving pleasure and technological sophistication, BMW stands as a pinnacle of automotive innovation.

MERCEDES-BENZ

Epitomizing luxury, Mercedes-Benz offers a traditional yet refined high-end automotive experience.

AUDI

Celebrated for groundbreaking innovations, Audi leads in setting new benchmarks in automotive technology.

INFINITI

Infiniti embodies the fusion of luxury and technology, offering vehicles that blend performance with premium comfort, setting a standard in modern automotive design.

LAMBORGHINI

Known for flamboyant styling and formidable power, Lamborghini defines an audacious vision of the automotive future.

VOLKSWAGEN

Volkswagen, known for its commitment to innovation and quality, offers a diverse lineup that combines efficiency with advanced technology, driving the future of everyday mobility.

ADJACENT COMPETITORS

CATEGORY INTRODUCTION

DeLorean’s adjacent competitors include toy brands that are at the forefront of blending creative design with technology. These companies set themselves apart by providing experiences that merge innovation with play, establishing a new benchmark in the toy industry.

LEGO

LEGO disrupts the toy industry with its innovative sets that blend creativity and technology, featuring programmable robotics and augmented reality.

HASBRO

A toy industry giant, Hasbro blends technology with traditional play, offering products that merge physical and digital play.

MATTEL

Mattel, with Hot Wheels and Barbie, introduces products that challenge norms, emphasizing diversity and digital integration for enhanced play.

HOT WHEELS

Hot Wheels leads in race toys, creating miniature cars and tracks that fuel action-oriented innovation and imagination.

THRUSTMASTER

Thrustmaster offers high-precision racing wheels for immersive gaming, providing accuracy and control with cutting-edge technology.

TAMIYA

Tamiya excels in model kits and RC vehicles, offering detailed craftsmanship and realism, inspiring hobbyists with the joy of building and precision driving.

DJI

DJI, known for drones, also educates with the RoboMaster S1 robot, blending programming and robotics with fun.

POPMART

PopMart leads in designer toys, offering art toys sought after by collectors, featuring unique artist collaborations.

WOWWEE

WowWee specializes in robotics and electronic toys like Robosapien, merging innovation with entertainment for a tech-savvy audience.

MAKEBLOCK

Makeblock provides educational robots like mBot for STEM learning, supporting various programming languages for all skill levels.

FUTURE COMPETITORS

CATEGORY INTRODUCTION

Post-rebranding, DeLorean aspires to align itself with brands that epitomize the essence of “Disrupting convention, expertse-driven confidence, action-oriented innovation” These aspirational competitors represent the pinnacle of innovation, and the courage to redefine what’s possible. They inspire us to push boundaries, foster individuality, and lead the way in our respective fields.

NOBEL PRIZE ORGANIZATION

Rewards individuals and organizations for significant contributions to humanity in sciences, literature, and peace, inspiring global pursuit of excellence and innovation.

DOCTORS WITHOUT BORDERS

Provides emergency medical aid regardless of borders, addressing global health crises and humanitarian needs.

UNITED

NATIONS CHILDREN’S FUND

Focuses on the survival, protection, development, and participation rights of children worldwide, promoting the realization of children’s rights everywhere.

GREENPEACE

An environmental NGO that tackles global environmental issues through action and advocacy, promoting sustainable development for the planet.

WORLD WIDE FUND FOR NATURE

Dedicated to environmental protection and wildlife conservation, advocating for policies and practices for harmony between humans and nature.

TED CONFERENCES

Shares “ideas worth spreading” through conferences and online platforms, facilitating the exchange of knowledge, innovation, and inspirational thinking.

BLUE ORIGIN

Charting new territories in space exploration, for those who dream of pushing the final frontier.

CLEAN COOKING ALLIANCE

Improves cooking conditions in developing countries with safe, efficient, and environmentally friendly cooking solutions, reducing health risks and environmental impact.

INTERNATIONAL ASTRONAUTICAL FEDERATION

Promotes global cooperation and development in the field of space, supporting and advancing international collaboration in space exploration and utilization.

GLOBAL INNOVATION EXCHANGE

A platform for the innovator community, tackling global challenges through technology and innovative solutions, supporting the achievement of Sustainable Development Goals.

ATTRIBUTES

Words Delorean Hopes to “Own”

COLLABORATIVE EXPERTISE

INNOVATIVE VISONARY PIONEERING

Relevant/Good/Positive Words

EMPOWERMENT

CONFIDENT UNIQUE REVOLUTIONARY AMBITION

Bankrupt/Stale/Negative Words

Neutral Words (Description)

CONVENTIONAL FUTURISTIC COMPLACENT IMITATIVE STATIC CUTTING-EDGE CREATIVE ADVENTUROUS IMPACTFUL DYNAMIC

For more information, visit the new website: breaknormschallenge.net

COLOPHON

TYPEFACE

Source Sans ( TERMINA / ROC GROTESK )

DESIGNER

Chang Xu

CLASS

GR 604: Nature of Identity (Spring 2024) Academy of Art University

Copyright © 2024 by Chang Xu. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, with permission of the copyright holder.