GR604 Student Project (Hummer) -Visual Strategy Guide

HISTORY & FUTURE

This section contains the brand history, brand timeline and brand introduction. At the same time, it also contains the future development of the brand, the new brand mission and brand soul. This part will determine how the brand will develop in the future.

BRAND DESCRIPTION

Hummer is a pickup truck and SUV brand that first went on sale in 1992, when AM General began selling civilian versions of the M998 Hummer. Although production was discontinued in 2010, Hummer returned as a sub-brand of GMC in 2020. In 1998, GM purchased the brand name from AM General and sold three models: the original Hummer H1, based on the military Hummer, and the new H2 and H3 models, based on GM’s smaller civilian market platform.

In 2008, Hummer returned to the market during the economic downturn times were existentially threatened and was ready to change hands to a car company in Sichuan, China, due to acquisition issues that ultimately led to a failed takeover, and in 2011, Hummer dealers closed in 2022 Hummer returned to the market, not as a stand-alone brand, but as an SUV sold under the GMC brand.

BRAND HISTORY

Due to Hummer's amazing gas mileage and GM's inaction, Hummer stopped selling after the financial crisis. The high price did not allow Hummer to occupy a place in the high-end SUV market, but Jeep was much cheaper. After the failed acquisition, GM announced that Hummer stopped running.

In July 1979, Hummer entered the civilian market.

In the late 1980s, AM General began work on a civilian version of the Hummer.

1980 1992 In 1992, Schwarzenegger purchased the first civilian version of the Hummer H1.

In December 1999, AM General sold the brand name to General Motors, but continued to produce vehicles.

In 2002, GM launched two models of its own design, the H2 and H3, and renamed the original car the H1.

On June 3, 2008, General Motors was at risk of being sold due to rising gas prices.

TODAY 2020 2009 2010 2019

On June 1, 2009, the Hummer brand will cease production. and is set to be sold to a Chinese company.

On February 24, 2010, General Motors announced that the deal had fallen through and that the Hummer brand was closing. The last Hummer H3 rolled off the production line in Shreveport on May 24, 2010.

In 2019, GM is considering reviving the Hummer brand in 2021 as the crossover market gradually recovers.

The official Hummer EV SUT debuts during the 2020 World Series on October 20, 2020.

The new Hummer will rise to the challenge.

NEW BRAND MISSION STATEMENT

OUR MISSION

Our mission is to encourage the development of strong character through making an impact, overcoming challenges, solving difficulties.

REBRANDING OBJECTIVE

The new Hummer is focused on thinking about providing new equipment and thinking about the relationship between the user and the equipment. We will combine more cutting-edge technologies on the basis of traditional off-road vehicles to provide more powerful protection for the equipment and make the product with multiple use scenarios. Let you explore with peace of mind and realize the dream of going beyond yourself.

Through new research or collaboration, the new Hummer brand combines technology and hardware capabilities to create new products that help users achieve breakthroughs.

DIFFERENTIATOR

Hummer encourages people to step out of their comfort zone, face challenges, push themselves, or try something you’ve never done before, Hummer will encourage you to push yourself and inspire others to go above and beyond.

KEYWORDS

Adventure

We want people to have a spirit of adventure, where danger and opportunity go hand in hand.

Tough

We have the strength of character and endurance to not be easily knocked down by difficulties. Moving from one difficulty to another and overcoming fears makes us stronger both mentally and physically.

Break Through

We get through difficulties by identifying problems and solving them. Rather than running away from problems and knowing what to expect.

OUR AUDIENCE

The personas are designed to give designers a better understanding of the brand in the pre-branding phase. Make judgments from the perspective of different users instead of thinking only from the designer's point of view. The designer fictionalized the characters, their backgrounds and experiences, so that they could consider the needs of a larger audience before the brand began.

Yizhe Li

Yizhe Li is a vlogger who likes to shoot videos of outdoor trips and put them on YouTube, and his family supports him in pursuing what he loves.

A:Yi-Chul Li likes to exercise after work because he goes surfing with his friends every holiday. He thinks it gives him a better motivation to work hard after the holidays.

A: He runs every morning and walks his dog because it's good for his health.

B: He wants to photograph more landscapes and outdoor life because it's something he loves.

B: He wants to take his girlfriend camping with him because she likes to stay at home and watch TV. He wanted to take her outside and out into nature.

C: He spends a lot of time reading because he thinks the audience only wants to read what he thinks is exciting.

C: He schedules the most difficult tasks of the day in the morning because he thinks it's cleaner and lends itself to some challenges. Because he doesn't think it's fun to watch TV at home. It's just something you do when you're bored.

Roberts Rogers

Roberts has a free schedule. He can arrange his time as he pleases. He likes to drive, and he likes to go to some outdoor environment to shoot. He lives in an apartment downtown. He used to live here with his wife, but they divorced three years ago.

A: Roberts liked to shoot wildlife on weekends because he wanted to be a wildlife biologist when he was a child, but his father told him to study law instead.

A: Roberts also loves his current job because every assignment he has is a challenge for him.

A: Roberts believed that everyone should be true to themselves, because he believed that everyone should have the courage to face their heart.

B: Roberts wanted to join the Wildlife Conservation Society because he loved wildlife and wanted to make a contribution.

B: Roberts follows a lot of travel bloggers on social media because he wants to learn more photography techniques.

C: Roberts spent a lot of time learning about photography because he enjoyed snapping the shutter to capture the beautiful moments of wildlife.

C: Roberts wanted to go and see a whale because it was such a hard wild animal to see and he was curious about the huge creatures.

Ella Gibson

Ella Gibson has four people in her family, her parents and her younger brother. She sometimes stays at her boyfriend's house, which isn't from around here. Ella hopes to graduate with her PhD this year.

A: Ella loves to travel because she feels it allows her to get in touch with nature and explore the diversity of life.

A: Ella likes to go to the sports supermarket in her spare time. Although she doesn't buy anything sometimes, she thinks it is a fun place.

A: Ella lives with her boyfriend and they both have a common interest in travelling.

B: Ella wanted to try camping in the forest because she thought it would be a different travel experience.

B: Ella wants to achieve more in the field of biology because she believes that the diversity of living things is something that people want to explore.

C: Ella checks Twitter every morning to see the news because she wants to know what's going on in the world.

C: Every night, Ella and her boyfriend discuss the fun that happened today, because their different experiences each day make them feel interesting.

Belen Smith

A: The challenges I'm currently experiencing

B: The challenges I want to meet in the future

C: How can I breakthrough myself?

Belen Smith is a fiction writer and outdoor adventurer. A lot of his writing is inspired by his own experiences. He believes that inspiration does not happen in a vacuum, and that you have to experience something yourself. When his son is on vacation, the family sometimes goes on trips together.

A: Belen runs every day to keep fit, something he has done for years because he needs to keep himself in good shape.

A: Belen likes to go on road trips with his family on weekends because he thinks the company of his family gives him A lot of energy.

B: Belen wants to learn to dive because he wants to have more experiences.

B: Belen wants to drive across America. That's his dream. He also plans to write a book about traveling around America.

C: Belen has to write a thousand words every day, because writing enough will give him enough material.

C: Belen reads a book every week, because enough literature can help him break through and write better works.

Kevin Woblick

When he was young, Christopher Anderson loved to travel and visited many countries around the world. Now he and his wife own an orchard farm, and their children bring their grandchildren to visit every once in a while. They go on road trips during holidays, and Christopher always complains that his old car can't take him any further.

A: Kevin has his own orchard because he likes to grow different fruits.

A: He watches TV at noon every day. His favorite channel is Travel. A: He and his wife often drive to the mountains to see the scenery, because he thinks he can feel the charm of nature every time he goes to the mountains.

B: He wants to retire because he wants to travel to Alaska. B: He wants to learn to fly because it will help him fertilize his orchard faster.

C: He is an old man who likes adventure because it always makes him feel alive.

C: Kevin is a fishing enthusiast. He went fishing every weekend because he liked the feeling of adventure, but he didn't admit that he was a bad fisherman.

Emma Montoya

A:

Emma is a skier. She is a passionate and adventurous person. She spends most of her time training, and in her days off she and her husband try other sports.

A: Emma lives with her husband because they both love sports, but he is a skydiving instructor.

A: Emma goes to training every day because she wants to get better grades.

B: Emma wants to bE a ski instRuctoR nExt yEaR shE wants to pass on hER skills to thE nExt gEnERation of athlEtEs.

B: Emma still wants to go to the higher mountain skiing, which is a big challenge for her, and she is actively preparing for it.

C: Emma wants to drive to Alaska with her husband because there are more snow sports there.

C: Emma comes back every night to study, because knowledge is part of exploring the world for her.

C: Emma and her husband take a walk to the beach every week because they love being in the moment and spending time with each other.

Sarah Cervantes

Audrey is an agent. She is not married and she wants to spend more time on herself. In her spare time she watches TV and listens to music.

A: Sarah's daily life is very busy because her job requires dealing with many troublesome things.

A: In her spare time, she likes to listen to jazz at home or go to the Live House.

A: She likes sports, but she doesn't like outdoor sports, because she thinks it will make her tired for a long time.

B: She wants to give herself a long holiday, sleep at home or watch TV, because she hasn't had a good rest for a long time.

B: She is single at the moment because of her busy work schedule, but she wants to have a partner.

C: She drinks a cold Americana every morning because she needs to get into work quickly.

C: Once a week, she facetimes with her parents, who don't live in New York, to catch up.

Kabir Khan

| UI Designer | Chicago

After graduating from college, Kabir married his wife, a former classmate who is now a father, but he considers himself to be as playful as a child.

A:Kabir is A big gamer, but since having kids, he spends less time playing games.

A: Kabir likes to focus on the games industry and plans to become A game UI designer.

B:Kabir wanted to attend an offline gaming conference, but he never got around to it.

B:Kabir and his wife live in a suburb, which has a nice environment. They prefer to live in a quiet suburb rather than in the city centre.

A: The challenges I'm currently experiencing

B: The challenges I want to meet in the future

C: How can I breakthrough myself?

C:Kabir gets together with his friends at home every week. He would bring his wife and children, and his children would find playmates there.

C:Kabir comes back every night to play with his child because companionship is part of childhood.

C:Kabir adds electronic devices to his room every once in a while, because he's a gadget lover.

IDENTITY FORMATION

This section focuses on developing the brand's current brand grid and future changes to the brand grid, which guides how the brand feels when presented to the public. This is followed by an analysis of the brand's current, future and related competitor brands.

BRAND GRID

Current

The current Hummer still inherits the ruggedness and reliability of the previous military version.

BRAND GRID

Future

The future Hummer adds more high technology to the original, he has a better driving system and more high technology. It also has a stronger getaway mode and better comfort.

CURRENT COMPETITORS

For Hummer, most of his competitors come from car brands with similar products. They have similar features and uses, but are positioned differently for users. Here are some of Hummer's competitors.

Jeep is a classic off-road vehicle representative, when the Hummer was not developed, Jeep used to be a military vehicle. Now it is the favorite of outdoor off-road enthusiasts.

Land Rover, a sport utility vehicle brand, is a pioneer in civilian all-terrain specialty vehicles and was the first vehicle in the world to successfully traverse the recognized difficult American jungle wilderness.

After the 1960s, Toyota successfully ranked among the off-road vehicles with its stable and conservative design, ample displacement and body design, and was loved by consumers.

Ford, a household name in the United States, has a number of large sport utility/ wagon and crossover vehicles under its belt. It is still the most trusted brand for off-road enthusiasts.

Dodge was acquired by Chrysler in 1928, and the company mainly manufactures muscle cars, military pickups and civilian pickups.

Mitsubishi entered the North American market in 1982 as a Japanese automaker. At the same time, it has a number of classic models, such as the Type 73 Jeep and Pajero loved by off-road enthusiasts.

Mercedes-Benz is a well-known automaker with a wide range of sport utility vehicles, off-road vehicles as well as pickup trucks and heavy-duty off-road saloons. It is the favorite of off-road enthusiasts.

Chevrolet has also developed several different types of models, muscle cars, pickup trucks and full-size SUVs, in order to compete with Ford.

Nissan is also a Japanese car manufacturer that has been the most popular car brand since its birth in 1911 by continuously launching various models while entering the markets of various countries.

Cadillac as a car brand of General Motors. As an important role in the history of American culture. Launched a number of high-powered full-size SUVs.

ADJACENT COMPETITORS

For Hummer, most of his competitors come from car brands with similar products. They have similar features and uses, but are positioned differently for users. Here are some of Hummer's competitors.

Ducati is an Italian motorcycle manufacturer that has become a world-renowned motorcycle brand thanks to its outstanding performance.

Geely is a private Chinese automaker that acquired Volvo in 2017 and has a product portfolio that covers almost all models.

Rivian is an American electric vehicle manufacturer founded in 2009 with a focus on sport utility vehicles, pickup trucks and all-electric vans.

Tesla is the largest electric car and solar panel company in the United States. It was the world's first manufacturer of self-driving cars and currently has seven products under its umbrella, covering family cars, SUVs, sports cars and pure electric pickups.

The Tank is a mid-size SUV produced by Great Wall Motor, a crossover brand developed independently by Great Wall Motor.

Yamaha is a Japanese company that manufactures musical instruments, audio, and motorcycles.

Kawasaki Heavy Industries is a Japanese company whose business covers aviation, railroad vehicles, motorcycles, ships, etc. There are many different models of motorcycles produced, which are popular among consumers.

The Home Depot is an American multinational home improvement retail corporation that sells tools, construction products, appliances, and services. Home Depot is the largest home improvement retailer in the United States.

Harley-Davidson is an American motorcycle manufacturer of heavyduty motorcycles designed for road cruising. With a unique design and excellent performance.

Austrian motorcycle and bicycle manufacturer, KTM is famous for its motocross bikes.

ASPIRATIONAL COMPETITORS

For the future of Hummer, future competitors may not come from the automotive industry, but possibly from more ambitious brands.

The North Face is an American outdoor leisure products company. The company was founded in 1968 to provide equipment and services to mountaineers.

Established in 1991 in Vancouver, its products are mostly used for rock climbing and hiking activities. There are products specifically for the military and police market, which are favored by many outdoor enthusiasts and military and police.

Founded in 1974 in Colorado, the first blind man to summit Mount Everest was carrying an Osprey backpack.

It is an outdoor sports equipment brand founded in France in 1947, and its products include trail running, hiking and rock climbing.

REI is an American retail and outdoor recreation services company that sells camping gear, hiking, climbing, biking, water sports and other travel equipment.

Patagonia is an outdoor clothing company that is involved in numerous environmental campaigns and often includes them in its catalog.

Mammut is a Swiss crossover mountaineering and sporting goods company with products such as mountaineering shoes, sleeping bags and ski waxes.

Granite Gear is a Minnesota-based outdoor company that produces lightweight backpacks with a unique carrying system popular with outdoorsmen.

Gregory is a professional backpack manufacturer from the United States, the company's products can ensure that users have more mobility in the field. It is favored by American mountain teams, field schools and special forces.

Founded in 1938, the Italian climbing footwear brand has developed into a well-known outdoor brand and the boots have been used by many top climbers and explorers.

BRAND ATTRIBUTES

Relevant/Good/Positive words

Brave, motivated, hard, resilient, capable

Bankrupt/Stale/Negative words

Burdened, Fear, Fail, Retreat, Lose hope

Neutral words

Striving, helpful, steady, advancing, powerful

Your brand hopes

Radical, defiant, powerful, fearless, free

CITED unsplash.com pexels.com wikipedia.org gmc.com pinterest.com