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A Rebranding Campaign

the possibilities


Campaign Brief Mitsubishi has been in the electric vehicle (EV) market for some time but have stagnant with stiff competition from Nissan, Chevy, and Ford. This rebranding is to build awareness of their EV and the changes they have implemented to help cater to the U.S. market. Mitsubishi tries to be clever with their name of their EV, the i-MiEV; which stands for Mitsubishi innovative Electric Vehicle. The name is confusing and consumers won’t understand its meaning without prior knowledge. Another issue is the lack of range when compared to its competition. To counter this, a larger body and a battery that’s twice the size of its current model will help cater to U.S. market. To further differentiate itself, Mitsubishi will use its innovation of solar-cell paint for the body of the car to construct a unique selling proposition.

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Table of Contents 01 02

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04

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PROJECT INTRODUCTION 01.01 Campaign Introduction 01.02 Electric Vehicle Market 01.03 About Mitsubishi REACH BRAND RESEARCH 02.01 Abstract 02.02 Conclusion 02.03 Assessing S.W.O.T. 02.04 Market Research BRAND DEVELOPMENT

03.01 Mood Boards & Toolbox 03.02 Logo Development & Standards 03.03 Color Guide 03.04 Image & Texture Guide 03.05 Typography Guide 03.06 Media Assets Concepts DESIGN SOLUTIONS 04.01 Mobile Campaign 04.02 Website 04.03 Guerrilla & Interactive Marketing 04.04 Motion Graphics 04.05 Print Applications 04.06 Promotional Assets REFERENCES 05.01 Image Source 05.02 Works Cited

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02

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BRAND RESEARCH 02.01 Abstract 02.02 Conclusion 02.03 Assessing S.W.O.T. 02.04 Market Research

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2 Brand Research 08

02.01

Abstract Mitsubishi is a company that has been around since 1870 when it first got started as a shipping company. Over the decades, Mitsubishi has been expanding its portfolio to the changes in the economy, which has lead to the booming auto industry. Since the introduction of the combustion engine, many companies are striving for paradigm shifting innovations such as the all electric car. With companies like Nissan, Honda, and Ford with their own EV product line, Mitsubishi brings out its experience of innovation to electric cars and introduces the Mitsubishi i-MiEV (eye-meev).


Abstract A rebranding of the Mitsubishi i-MiEV to a less confusing name would help reintroduce their electric car. By changing the brand name, such as the Mitsubishi Reach, will help leave impression to the target audience. Another step would be to offer the benefits to all countries the EV is available in; such as the power box (only in Japan): a unit to plug any electric product that would be powered by the battery of the EV, a larger style body with the larger battery that’s offered in the redesigned U.S. model, and the solar-cell technology as a secondary recharging system. The next changes would be to overhaul the brand with a refreshed typeface, color palette, and imagery to differentiate the reintroduced Reach compared to the Nissan Leaf, Chevy Spark EV, and Ford Focus Electric. As Mitsubishi builds its awareness, eco-friendly consumers will be more educated on the available options of electric cars and won’t pass on the Mitsubishi Reach.

2 Brand Research

02.01

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02.02

Brand Research

Conclusion

The electric vehicle is returning into the market as fossil fuel is slowly being depleted. There are other options such as hybrid cars but they are still dependent on gas. With so many options of electric cars, the Mitsubishi Reach has lots of competitors to overcome with it being ranked lower. The Mitsubishi Reach is best marketed towards current EV owners, commuters, and eco-friendly minded individuals from ages 25-50.

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Conclusion

2 Brand Research

02.02

With the Reach being a great urban/commuter vehicle, attracting consumers to the benefits such as the RISE (reinforced impact safety evolution) body frame, the optional power box, solar recharging, and range of 140 miles. By highlighting its value with multi media ads, it’ll build awareness to the Mitsubishi Reach and increase its market share in the U.S. market. These multimedia assets will utilize a unified style in conjunction with powerful copywriting to draw notice. The various changes to the design will invoke a balance of nature and innovation. The rebranding will alter how consumers perceive the new Mitsubishi Reach.

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02.03

Brand Research

S.W.O.T. Strength

Weakness

Opportunities

Threats

• RISE body design • Highest EPA efficiency @ 112 MPGe • Battery mounted to unibody frame, incased in steel

• SCiB battery technology for longer charge times • Use MiEV as emergency power supply • Solar-Cell technology for regenerative charging • Redesign body to increase battery size and desire for larger vehicle in U.S. market

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• Smallest battery • Lowest Horsepower • Longest charge time on 120v, comparable time on 240v

• Larger capacity battery of competitors • Telematic systems such as Nissan CarWings, Ford Sync, HondaLink EV • More powerful drive experience from competitors


Market Research

CHEVY SPARK EV

NISSAN LEAF

MPGe

RANGE

RANGE

114

84

82

NEW MITSUBISHI REACH

MPGe

119

FORD FOCUS EV

Mitsubishi i-MiEV RANGE

RANGE

76

2 Brand Research

02.04

MPGe

105

142

RANGE

62

MPGe

112

MPGe

202

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3.0

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BRAND DEVELOPMENT 03.01 03.02 03.03 03.04 03.05 03.06

Moodboards & Toolbox Logo Development & Standards Color Guide Image & Texture Guide Typography Guide Media Assets Concepts

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3 Brand Development 14

03.01

Moodboards & Toolbox Kannada MN: Header

Kannada MN: Header

Helvetica Neue: Body

Energetic

vitalize

vibrant

Kannada MN: Header

Helvetica Neue: Body

Biko: Tagline

Helvetica Neue: Body

Biko: Tagline

Vibrant

energetic

vitalize

Biko: Tagline

energetic

Vitalize

vibrant


Moodboards & Toolbox

Primary Brand Colors Pantone 185 C C 0 M 100 Y 81 K 11 R 228 G 0 B 43

Pantone 375 C C 46 M 0 Y 90 K 0 R 151

Pantone 318 C C 40 M 0 Y 14 K 0 R 136

Pantone 2736 C C 97 M 95 Y 0 K 0 R 30 G 34 B 170

Secondary Brand Colors

G 219 B 223

G 215 B 0

Pantone 1375 C C 0 M 38 Y 89 K 0 R 255 G 158 B 27

3 Brand Development

03.01

Pantone 2592 C C 58 M 90 Y 0 K 0 R 155

G 38 B 182

Type Face Kannada MN

"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..."

Helvetica Neue

"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..."

Biko

"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..."

Textures

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3

03.02

Brand Development

Logo Development Original Logo

The current logo fails to leave an impression as a memorable icon. The strange bean shape with the “i” doesn’t associate well with the benefits of the EV. Changing the brand name to the Mitsubishi Reach needs to be reflected in the brand logo so a redesign process was the next step.

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Redeisgn Process

The design process started by using the “R” in the brand name as a statement. Because of the nature of the brand, a more natural and fluid representation of the “R” reflects the aspects of the Reach. Various geometric shapes were tested to marry with the “R” emblem and the circle became the ideal shape.


Logo Developement Final Design

Logo Spacing

a better way to plug-in

3 Brand Development

03.02

the possibilities

The final design of the Reach logo speaks to the essence of the brand. The circle pays a tribute to the orginal logo but also incorporates the benefit of solar energy.

The placement and spacing for the logo is important to have a unified representation of the brand. The “H� from the name is reduced in size by 50% to be used as the spacer for how the logo is arranged. A tagline is also able to be placed in the logo but also needs to meet the same standards of arrangement.

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3

03.02

Brand Development

Logo Usage

ACCEPTABLE USE

LOGO

the possibilities

LOGO

LOGO

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Logo Usage

UNACCEPTABLE

LOGO the possibilities

3 Brand Development

03.02

the possibilities

LOGO the possibilities

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3 Brand Development 18

03.03

Color Palette

185 C

375 C

1375 C

2736 C

2592 C

318 C

C M Y K

0 100 81 11

46 0 90 0

0 38 89 0

97 95 0 0

58 90 0 0

40 0 14 0

R G B

228 0 43

151 215 0

255 158 27

30 34 170

155 38 182

136 219 223

PANTONE

HEX

#e4002b

#97d700

#ff9e1b

#1e22aa

#9b26b6

#88dbdf

WEB

#cc0033

#99cc00

#ff9933

#333399

#9933cc

#99cccc


Brand Development

03.03

3

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3 Brand Development 20

03.04

Imagery & Textures


Brand Development

03.04

3

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3 Brand Development 22

03.05

Typography


Kannada MN : Headline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \

Helvetica Neue : Body ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Biko : Taglines ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \

3 Brand Development

03.05

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3 Brand Development 24

03.06

Media Assets Concepts


Brand Development

03.06

3

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DESIGN SOLUTIONS 04.01 Mobile Campaign 04.02 Website 04.03 Guerilla & Interactive Marketing 04.04 Motion Graphics 04.05 Print Applications 04.06 Promotional Assets


4 Design Solutions 28

04.01 Mobile Campaign


4 Design Solutions

04.01 Logo Usage

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Design Solutions

30

04.02 Website

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4 Design Solutions

04.02 Logo Usage

31


4 Design Solutions 32

04.03 Guerrilla Marketing


4 Design Solutions

04.03 Logo Usage

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4 Design Solutions 34

04.04 Guerrilla Marketing


4 Design Solutions

04.01 Logo Usage

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CONCLUSION 05.01 05.02

Image Sources Works Cited


5 References 34

05.01 Image Sources


5 References

05.01 Image Resources

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5 References 34

05.02 Works Cited


5 References

05.02 Works Ctied

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Reach 10.2.1 ver. 2