Hummer Book 1 The Visual Strategy Guide

01 THE VISUAL STRATEGY

CHAPTER 1 OUR PAST â– 1

01 THE VISUAL STRATEGY

HUMMER IS THE MOST STRONG AND POWERFUL CAR IN THE WORLD. 4 â– HUMMER BOOK 01 THE VISUAL STRATEGY

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CHAPTER 1 OUR PAST â– 5

CONTENTS

06

CHAPTER 01 OUR PAST

16

CHAPTER 02 OUR FUTURE

08 Timeline

20

The Mission Statement

10 History

22

Brand Visualization

24

Personas

38

Competitors

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CHAPTER 01 OUR PAST

Hummer was a brand of trucks and SUVs, which were the strongest and most powerful SUVs. The original Hummer, Humvee was designed to meet the United States Army’s highest standard vehicle in a high Mobility Multi-Purpose Wheel Vehicle (HMMWV). Hummer had three generations, Hummer H1, H2, and H3.

TIME LINE

The first production vehicle Humvee was produced

AM General announced Humvee under the brand name Hummer AM General began the Hummer brand

1979

1983

1985

1989

AM General made a contract with the US Army

A civilian version of Humvee was introduced to the market

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1992

General Motors officially announced they shut down the Hummer brand

GM began building the new Hummer H2 and renamed the original as H1

The Hummer began to be exported to 33 countries around the world

1999

2002

2005

2006

2009

2010

2016

General Motors filed for Bankruptcy AM General sold the Hummer to General Motors GM announced the new Hummer H3, which was a midsize SUV.

THE NEW HUMMER

CHAPTER 1 OUR PAST â– 09

HISTORY

The father of Hummer began in 1979 by AM General Corporation as military personnel and light cargo transport vehicle to replace the old vehicles, under-equipped jeeps that had been used up to that point. In this time, the United State Army was seeking a contractor for the development of a vehicle to be the Army's highest standards in a High Mobility Multi-Purpose Wheeled Vehicle (HMMWV).

The Army's formal acquirement of test vehicles began In February 1981. Six companies joined the competitions such as TOW Carriers, Cargo Troop Carriers and Mini and Maxi Ambulance variant. Army requirements were extremely strict with demands for light armor, deep water fording capability, and Arctic and desert operational ability as well as absolute reliability, durability, and maintainability. Also, vehicle weight restriction called for material application breakthroughs. The Among these competitors AM General were awarded the initial Hummer production contract in March 1983 and produced the first production vehicle on January 2, 1985. Humvee became the military transport vehicle and the symbol of the American military.

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Humvee has been a prominent participant in Panama (1989-1990), Desert Storm (1991), and has played important roles in Somalia, Afghanistan, and Iraq.

Although the Humvee was used and recognized by the military population, during the Persian Gulf War in 1990. Later, Humvee became to be popular with non-military enthusiasts.

Humvee appeared in the movie scene Desert Storm, which due to the increase media coverage of the war. Until the famous actor, Arnold Schwarzenegger was enamored with the vehicle. Later, AM General decided to produce the civilian version of Hummer—H1 in 1992. The Hummer became like a part of the celebrities and athletes accessory. It represented aggressive and luxury appearances. Hummer became a favorite SUV vehicle on the streets among the high-income neighborhood.

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In 1999, AM General sold the Hummer and the rights to mar-

In 2005, Hummer introduced the 2006, Hummer H3 as a mid-

ket and distributed Hummer vehicles to General Motors. AM

size SUV. By 2006, the Hummer began to be exported and sold

General still continued to manufacture the original Hummer

in 33 countries. On October 10, 2006, General Motor began pro-

until 2006. Later, in mid-2002, GM introduced two of its design

ducing the Hummer H3 for international markets, which based

models, H2 and H3 and renamed the original vehicle as H1.

in Africa as a global markets.

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The Hummer became more international by providing the new

Chinese company Sichuan Tengzhong Heavy Industrial would

version driving from left-hand drive to right-hand drive option

buy purchase the Hummer brand the day after. Unfortunately

and exported to Australia and other markets.

the deal with Sichuan Tengzhong had fallen. Thus, General

General Motor had the financial problems and was considering to sell or closing down the Hummer brand on June 3rd, 2008.

Motors officially was shut down the Hummer brand on October 31st, 2010.

Later, GM filed for bankruptcy on June 1st, 2009 and announced

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CHAPTER 02 OUR FUTURE

Our original brand was called as the highest performance SUVs among the competitors by providing the strength and power for off-road adventure. We cannot let our popularity flow following times. This is the right time to bring our brand back and be the greatest brand again.

“BE BRAVE. TAKE RISKS. NOTHING CAN SUBSTITUTE EXPERIENCE Paulo Coelho, a lyricist and novelist

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CHAPTER 02 OUR FUTURE â– 19

THE MISSION STATEMENT

Original Hummer

STRENGTH

POWER

DISPLAY

POWER

DISPLAY

Brand New Hummer

STRENGTH

The brand new Hummer desires to keep the soul of the original Hummer, which is the unique value point. It makes the Hummer brand different from other truck and SUV brands.

Maintaining strength and power is so important. The rebranding Hummer will develop people's experiences, which means true strength and power in our lives instead of only the display of power.

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OUR MISSION IS

TO EMPOWER ADVENTURE EXPERIENCES AND BUILD SELF-RELIANCE FOR ADVENTURERS AND MAKE THEM LONG LASTING.

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BRAND VISUALIZATION

The brand visualization presents the brand personality. We will present our brand personality through images.

BEFORE The original Hummer represents the sense of strength and power through appearance.

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AFTER The new Hummer represents the strength and power of experience to the new generation.

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PERSONAS

Personas are a group of people, who are similar to our services or products. They would be our customers after a successful rebranding initiative.

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THE EXPLORER

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MATTHEW CLARK 36 years-old | Photographer | Arizona

He is a single man, who loves to travel alone. He is not influ-

•

He doesn’t like to travel in popular places because he does

enced by other people because he loves freedom. He is very

not want to do the same thing as others. Everybody can go

courageous, so he wants to keep exploring new things and really

there so he want to be different from them.

enjoying the thrill of risks. Moreover, he only thinks about his security. The most important thing for him is staying active.

•

After he finishes his work, he relaxes by playing games and watching movies. It can give him a feeling of excitement.

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He joins an adventure group because he wants to get new ideas and some advice for traveling.

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Every month, he goes camping, hiking and climbing for at least three days so he can enjoy his time and stay healthy.

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He is very excited when he talks about his journeys with his friends because it reminds him of that time.

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He cares about his safety seriously so before he starts his trip, he always checks his equipment. Even after he ends his journey, he always cleans and keeps his stuff carefully.

•

He usually buys survival kits every three months because it reminds him about his big injury in the forest.

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ROSIE TAYLOR 32 years-old | Teacher | San Francisco

She is very confident because she was very successful in

•

college. Also she is successful in her job because she does everything with high energy. She has a lot of hobbies. Moreover, she is very enthusiastic to volunteer, explore, discover and do active activities. She believes that doing activities with other people can make good friends and gain her life experience. It will

She goes to the gym twice a day—at 6 a.m. and 8 p.m. because she wants to be healthy.

•

She rides a motorcycle to work because it is very exciting to her. It refreshes for starting her day

•

She subscribes to a travel magazine because she wants to get new inspiration and interesting information for her

increase her confidence.

next journey.

•

She take her students to do exercise and exploring new experience once a week.

•

She makes her schedule every month show her routine because it reminds her to do her activities.

•

She is taking Hip-hop dance class on Saturday because she wants to do new activities and does exercise. Also, She does not want to stay at home.

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Every Sunday, she plays wake board with her boyfriend because it is her favorite extreme sports.

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THE ACTIVE WOMAN

CHAPTER 02 OUR FUTURE â– 29

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THE ATHLETE

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WILL WALKER 21 years-old | Student | Chicago

He is a college athlete that has learned from his dad since he

•

was young. He enjoys sports and wants to practice all kinds of sports. His dream is to be a pro in sports and be a solider, which are big challenges for him. He believes playing sports or doing activities builds a healthy body and protects from diseases as well. Sports can enhance his personality, too. Moreover, he is passionate about extreme sports because he can release stress and distress.

He wants to be stable in athlete career in the future, so he is very enthusiastic about practicing.

•

He controls his eating habits because he intends to keep a significant muscle to look powerful and confident

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He protects himself not to get hurt from doing activities because he considers safety first.

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He watches Red Bull channel every night because he is interested in extreme sports.

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Every semester break, he does backpacking with his friends because he wants to get more experiences.

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He loves to learn something new because he is not afraid of anything.

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He loves to play soccer and basketball video games with his friends because he wants to practice his strategies.

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ELLIE BELL 27 years-old | Fashion designer | New York

She prefers to be like other people and follow modern trends.

•

She believes that if people can make it, she wants to do it. She has to get her hands on the newest things. She will more secure when she does the same things and has latest products. Moreover, she is very happy when she can do new things and make it a success.

She has a high ego so she will follow famous people, who do the things that she has never done.

•

She checks about travel trend through social media and magazine. It will lead to her next trip.

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She likes to exchange information with other people because it will give inspiration to her.

•

She boasts with people, who have never done the things that she has done. She feels confident about herself.

•

She goes to the gym every morning with her friends because she cares about her health and beauty.

•

She loves watching an action movie, horror movie, and thriller movie because she likes the challenge and trill.

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She goes to amusement park and water park every week because she feels very relaxed when she shouts out loud.

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THE TRENDY WOMAN

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THE FAMILY MAN

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BOB GIBSON 45 years-old | Business owner | Michigan

He has two sons, who are 8 years old and 17 years old. He really

•

He works hard to treat his family. When he has free time

cares about his kids, so he cultivates many activities, which

or on vacation, he likes to spend time with his family to

makes good attitudes and expands experiences for them. Also,

create good relationships.

he has is active person, who love to do new things and have his own space for enjoying his hobby.

•

He always searches for interesting activities because he wants to teach his children to be active, healthy kids and gain their experience.

•

He will prepare and provide the best and safest materials for his sons because he takes into account the safety of the child comes first.

•

He always has gardening as a hobby because he is afraid of laziness. It will lead declining abilities and confidence.

•

He believes that experiences could make people stronger, so he loves to gain more experiences and do new things.

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He enjoy meeting with various groups of people because he thinks he can get interesting information and it makes him feel more confidence.

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DANIEL LANE 17 years-old | Student | San Francisco

He is a child, who is curious about everything. He participates

•

in daily activities in school. He loves to learn and try new things.

His parents encourage him to choose his own activity and hobby. Also, they teach him to be enthusiastic and confront his difficulties. His highest goal is to be a solider and strongest man.

He asks a lot of questions when he are in class because he wants to learn new things.

•

He spends time around 1 hour a day to watch Discovery channel because he is interesting in exploring the world.

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He is active, brave and strong because he wants to be as strong as Superman. Thus, he is a leader of Boy Scouts in his school.

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When he has done something good, he gets praise from his parents. Thus, he feels very confident about himself.

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He is gaining his muscle and his experience because he is going to apply in US army next year

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He rides a bicycle every weekend with his dad because he wants to do exercise and see things around.

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He loves to go traveling with his parents and do something different because he feels happy to see new things that he has never seen.

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THE CURIOUS TEEN

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COMPETITORS

In term of business, competitors are the companies that provide the same products and services. They can reduce the price of goods and services, and popularity.

The brand Hummer is in Auto Manufacturers industry category, which provided motor vehicles—trucks and SUVs. In the market, there are a lot of automotive brands. Among this competition, the most strong and powerful four-wheel drive vehicles were the image of Hummer, which makes Hummer different from other truck or SUV brands.

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ADJACENT COMPETITORS Adjacent competitors are companies who offer a similar purpose and provide the same context as us.

Hummer owners are adventure-minded people, who like the excitement challenge, and enjoyment. The adjacent competitors are the companies, who offer the thrill and risk.

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ASPIRATIONAL COMPETITORS Aspirational competitors are the brands that would be seen in competition after our rebranding was successful.

The new Hummer will support people to do activities outdoors and have compelling experiences. The Aspiration competitors are brands who give opportunities for people to learn and do more exciting activities.

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WE KNOW THE WAY WE ARE. IT'S TIME TO MOVE FORWARD— OUR IDENTITY. HUMMER BOOK 2 | THE VISUAL DEVELOPMENT GUIDE

REFERENCES

CHAPTER 1

CHAPTER 2

CONTENTS

IMAGES

http://en.wikipedia.org/wiki/Hummer

P.8 | http://jaybeyer.com

http://lynchhummer.com/History.html

P.9 | http://myneongreennotebook.blogspot.com

http://goodreads.com

P.10 | http://pinterest.com P.11 | http://verywell.com P.12 | http://linkedin.com

PICTURES

P.13 | http://outfitideashq.com

P.1 | http://hutui6.com

P.14| http://saltypedaler.com

P.2 | http://militaryspot.com

P.15 | http://boulderjewishnews.org

P.3 | http://pinimg.com P.4 | http://teucy.com P.5 | http://p1.pichost.me P.6 | http://autowpaper.com P.7 | http://p1.pichost.me

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