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A Rebranding Campaign

the possibilities


Mitsubishi REACH


Table of Contents 01 02

03

04

05

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


1.0


PROJECT INTRODUCTION 01.01 01.02 01.03

Campaign Introduction Electric Vehicle Market About Mitsubishi REACH


1 Project Introduction 02

01.01

Campaign Introduction

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.


Project Introduction

01.01

1

03


1 Project Introduction 04

01.02

Electric Vehicle Market


About Mitsubishi REACH

1 Project Introduction

01.03

05


02


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

07


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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2

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 25-55.

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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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2

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 Electric vehicles (EV) are slowly becoming more popular with the looming fossil fuel shortages. In 2005, the global crude oil rpduction topped at 74 millon barrels per day (mbpd) and has remained at this number since 2006 and will started to decline (Nedler, 2009). Consumers realize that there needs to be a change in lifestyle as energy prices escalate. With expereinced OEMs (orginal equipement manufactures) and startup companies flooding the auto industry with EV’s, consumers are left with many selections ranging from the Nissan Leaf, Ford Focus EV, Chevy Spark EV, Honda Fit EV, and the Mitsubishi i-MiEV. Mitsubishi has over 40 years expereince in the EV market from the introduction of the 1971 Minica EV for utility companies (Patterson, 2008). From past verisons of the i-MiEV, the same issues come up from test drivers and reviews. The i-MiEV is small; tight quarters for passengers, shorter range than rival EVs, long charge-time, and sluggish acceleration (Edmunds, 2014). Offering the benefits of the i-MiEV and a redesign to the new Mitsubishi Reach will help speak to the SWOT of their EV.

RANGE

82

MPGe

119

RANGE

76

MPGe

105

Mitsubishi i-MiEV

NISSAN LEAF

FORD FOCUS EV

CHEVY SPARK EV

RANGE

84

MPGe

114

2 Brand Research

02.04

RANGE

62

MPGe

112

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2

02.04

Brand Research

Market Research

Mitsubishi Motors will utilize innovations from is various sister companies to create a contender in the EV market. To address the issues “weakness” in Mitsubishi’s EV, the redesign Reach will move from a subcompact/minicar to the compact/midsize EV. The larger body will allow for more passenger room and a larger battery. The larger battery is paired with Mitsubishi’s new 60kW EV motor (previous motor at 49kW) that is reduced in size and allow for efficent cooling. The body of the EV is coated with Mitsubishi’s flexible solar-cells, making the surface of the EV a regenerative charging system with regenerative braking. These changes will address it’s weakness and threats but the brand needs to be overhauled to draw in the target audience of current and potential EV owners from ages 25-55. The rebranding will educate consumers of the Reach to draw in current EV owners and the new “look and feel” will create an allure to attract potential EV owners as well as differentiate itself from the competition. The design will be a marriage of nature and urban aesthics to create a unique image.

NEW MITSUBISHI REACH

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RANGE

142

MPGe

202


Brand Research

2

15


3.0


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

03.01

Brand Development

Moodboards & Toolbox 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.

Kannada MN: Header

Kannada MN: Header

Helvetica Neue: Body

Helvetica Neue: Body

Biko: Tagline

Energetic

vitalize

Biko: Tagline

vibrant

energetic

Kannada MN: Header Helvetica Neue: Body Biko: Tagline

Vibrant

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energetic

vitalize

Vitalize

vibrant


Moodboards & Toolbox The current logo fails to leave an impression as a memorable icon. The Primary associate Brand Colors well with the benefits of the strange bean shape with the “i” doesn’t Pantone 375 C Pantone 1375 C 185 C EV. Changing the brand name to theCPantone Mitsubishi Reach needs to be Creflected in 0 0 C 46 M 38 M 100 0 the brand logo so a redesign process was the next Mstep. Y 81 K 11

R 228 G 0 B 43

Y 90 K 0

Secondary Brand Colors Pantone 318 C C 40 M 0 Y 14 K 0 R 136

G 219 B 223

R 151 G 215 B 0

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

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..."

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

Type Face

G 215 B 0

Pantone 1375 C C 0 M 38 Y 89 K 0 R 255

Textures

G 158 B 27

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

G 38 B 182

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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 Usage

the possibilities

a better way to plug-in

the possibilities

When using the logo, there are rules that must be followed to make sure the design adheres to the “look and feel� of the rebranding. The logo can have a tagline included as long as it follows the spacing requirements. The red circle portion of the emblem can also be removed, using only the brand name if the situation requires it. When deciding on the color, various combinations using the specific color palette of the brand and shades of gray is approved. The color of the circle and tagline should alway be matching colors. The color of the brand name can not be part of the same color family as it may clash or blend. The use of a stroke will be 2pt and is only used when the circle is white or the brand name is white. Typeface for the brand name must remain Kannada MN as it meets the design standards for the brand image.

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Unacceptable Usage

Logo Usage

the possibilities

3 Brand Development

03.02

the possibilities

the possibilities

There are incorrect use of the logo and these are a few examples of what not to do. Starting from the top left, the logo is the correct color and size but the placement of the tagline and brand name doesn’t meet the standards for the logo. The logo below that meets the design and placement standards of the brand except the tagline does not match the orange circle’s color. The third logo meets thedesign standards except the typeface used is not Kannada MN. The grouping of loemblems and logos are display exmaples of incorrect use of color, size, placement, and shear. The next logo is meets all of the design standards of the logo except that the logo is placed on a background color. A background color is part of whichever media asset the logo is being used in so a background should never be placed.

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3 Brand Development 24

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


Color Palette There are incorrect use of the logo and these are a few examples of what not to do. Starting from the top left, the logo is the correct color and size but the placement of the tagline and brand name doesn’t meet the standards for the logo. The logo below that meets the design and placement standards of the brand except the tagline does not match the orange circle’s color. The third logo meets thedesign standards except the typeface used is not Kannada MN. The grouping of loemblems and logos are display exmaples of incorrect use of color, size, placement, and shear. The next logo is meets all of the design standards of the logo except that the logo is placed on a background color. A background color is part of whichever media asset the logo is being used in so a background should never be placed.

3 Brand Development

03.03

25


3 Brand Development 26

03.04

Imagery & Textures


Brand Development

03.04

3

27


3

03.05

Brand Development

Typography

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

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

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Brand Development

03.05

3

29


3 Brand Development 30

03.06

Media Assets Concepts


Brand Development

03.06

3

31


4.0


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

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4 Design Solutions 34

04.01 Mobile Campaign


4 Design Solutions

04.01 Logo Usage

35


Design Solutions

37

04.02 Website

4


4 Design Solutions

04.02 Logo Usage

36


4 Design Solutions 39

04.03 Guerrilla Marketing


4 Design Solutions

04.03 Logo Usage

40


4 Design Solutions 41

04.04 Guerrilla Marketing


4 Design Solutions

04.01 Logo Usage

42


5.0


CONCLUSION 05.01 05.02

Image Sources Works Cited

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5 References 45

05.01 Image Sources


5 References

05.01 Image Resources

46


5 References 47

05.02 Works Cited


5 References

05.02 Works Ctied

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