GR604 Student Project (Hummer) -Visual Strategy Guide

VISUAL STRATEGY GUIDE Nature of Identity Hummer Rebranding

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HISTORY & FUTURE 08 Brand description 10 Brand history 12 Brand soul & Mission 14 Rebranding objective 16 Keywords

OUR AUDIENCE 20 Personas

IDENTITY FORMATION 28 Brand grid 32 Current competitors 40 Brand attributes

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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.

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BRAND DESCRIPTION

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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.

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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.

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1980

1992

1999

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

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.

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

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

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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.

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

TODAY The new Hummer will rise to the challenge.

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NEW BRAND MISSION STATEMENT RISE TO THE CHALLENGE.

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

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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.

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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.

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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.

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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.

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Yizhe Li 27 | Male | Vlogger | San Jose 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.

A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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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 35 | Male | Lawyer | Las Vegas 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 A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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.

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Ella Gibson 30 | Female | PhD student in Biology | Pittsburgh 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.

A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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.

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Belen Smith 45 | Male | Writers | Reno 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.

A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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.

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Kevin Woblick 63 | Male | Farmer | Oakland 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 A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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.

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Emma Montoya 32 | Famale | Skier | San Francisco 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 A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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.

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Sarah Cervantes 40 | Famale | Model agent | New York 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.

A: The challenges I'm currently experiencing

B: She is single at the moment because of her busy work

B: The challenges I want to meet in the future

schedule, but she wants to have a partner.

C: How can I breakthrough myself?

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.

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Kabir Khan 28 | 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.

C:Kabir gets together with his friends at home every week.

A: The challenges I'm currently experiencing B: The challenges I want to meet in the future C: How can I breakthrough myself?

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.

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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.

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BRAND GRID

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

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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.

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CURRENT COMPETITORS

For Hummer, most of his competitors come f rom 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

Land Rover, a sport utility vehicle brand,

representative, when the Hummer

is a pioneer in civilian all-terrain specialty

was not developed, Jeep used to be a

vehicles and was the first vehicle in the

military vehicle. Now it is the favorite

world to successfully traverse the recognized

of outdoor off-road enthusiasts.

difficult American jungle wilderness.

After the 1960s, Toyota successfully

Ford, a household name in the United

ranked among the off-road vehicles

States, has a number of large sport utility/

with its stable and conservative

wagon and crossover vehicles under its belt.

design, ample displacement and body

It is still the most trusted brand for off-road

design, and was loved by consumers.

enthusiasts.

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Dodge was acquired by Chrysler

Mercedes-Benz is a well-known automaker

in 1928, and the company mainly

with a wide range of sport utility vehicles,

manufactures muscle cars, military

off-road vehicles as well as pickup trucks

pickups and civilian pickups.

and heavy-duty off-road saloons. It is the favorite of off-road enthusiasts.

Mitsubishi entered the North American

Nissan is also a Japanese car manufacturer

market in 1982 as a Japanese automaker.

that has been the most popular car brand

At the same time, it has a number of classic

since its birth in 1911 by continuously

models, such as the Type 73 Jeep and Pajero

launching various models while entering

loved by off-road enthusiasts.

the markets of various countries.

Chevrolet has also developed several

Cadillac as a car brand of General

different types of models, muscle cars,

Motors. As an important role in the

pickup trucks and full-size SUVs, in

history of American culture. Launched

order to compete with Ford.

a number of high-powered full-size SUVs.

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ADJACENT COMPETITORS

For Hummer, most of his competitors come f rom 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

Rivian is an American electric vehicle

manufacturer that has become

manufacturer founded in 2009 with a

a world-renowned motorcycle

focus on sport utility vehicles, pickup

brand thanks to its outstanding

trucks and all-electric vans.

performance.

Geely is a private Chinese automaker

Tesla is the largest electric car and solar panel

that acquired Volvo in 2017 and has a

company in the United States. It was the world's first

product portfolio that covers almost

manufacturer of self-driving cars and currently has

all models.

seven products under its umbrella, covering family cars, SUVs, sports cars and pure electric pickups.

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The Tank is a mid-size SUV produced

The Home Depot is an American multinational

by Great Wall Motor, a crossover brand

home improvement retail corporation that

developed independently by Great

sells tools, construction products, appliances,

Wall Motor.

and services. Home Depot is the largest home improvement retailer in the United States.

Yamaha is a Japanese company that

Harley-Davidson is an American

manufactures musical instruments,

motorcycle manufacturer of heavy-

audio, and motorcycles.

duty motorcycles designed for road cruising. With a unique design and excellent performance.

Kawasaki Heavy Industries is a Japanese

Austrian motorcycle and bicycle

company whose business covers aviation,

manufacturer, KTM is famous for its

railroad vehicles, motorcycles, ships, etc. There

motocross bikes.

are many different models of motorcycles produced, which are popular among consumers.

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ASPIRATIONAL COMPETITORS

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

The North Face is an American

Established in 1991 in Vancouver, its products are

outdoor leisure products company.

mostly used for rock climbing and hiking activities.

The company was founded in 1968 to

There are products specifically for the military and

provide equipment and services to

police market, which are favored by many outdoor

mountaineers.

enthusiasts and military and police.

Founded in 1974 in Colorado, the first

It is an outdoor sports equipment

blind man to summit Mount Everest

brand founded in France in 1947, and

was carrying an Osprey backpack.

its products include trail running, hiking and rock climbing.

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REI is an American retail and outdoor

Patagonia is an outdoor clothing

recreation services company that

company that is involved in numerous

sells camping gear, hiking, climbing,

environmental campaigns and often

biking, water sports and other travel

includes them in its catalog.

equipment.

Mammut is a Swiss crossover

Granite Gear is a Minnesota-based

mountaineering and sporting goods

outdoor company that produces

company with products such as

lightweight backpacks with a

mountaineering shoes, sleeping bags

unique carrying system popular with

and ski waxes.

outdoorsmen.

Gregory is a professional backpack manufacturer

Founded in 1938, the Italian climbing

from the United States, the company's products

footwear brand has developed into a

can ensure that users have more mobility in the

well-known outdoor brand and the

field. It is favored by American mountain teams,

boots have been used by many top

field schools and special forces.

climbers and explorers.

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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

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

DESIGN CONSULTATION Hunter Wimmer GR604 Nature of Identity Website: hummercompany.com

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