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A Rebranding Campaign

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Campaign Brief Electric cars have been growing in popularity as our oil needs are increasing. 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 brand awareness of their EV and the changes they have implemented to help cater to the American market. Mitsubishi tries to be clever with their name of their EV, the i-MiEV; which stands for Mitsubishi innovative Electric Vehicle. The use of the “i” relates to its Japanese counterpart called the Mitsubishi i. This name is confusing and consumers won’t understand its meaning without prior knowledge. Another problem is its lack of range when compared to its competition. To help counter this, a larger build and paired with a battery that’s twice the size of its current model will cater to U.S. market. By doing this, it addresses two issues with the car, its lack of range and that the car appears tiny for the more ample bodied American population. 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 (USP).

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Table of Contents 1 2

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PROJECT INTRODUCTION 1.1. Campaign Introduction 1.2. Electric Vehicle Market 1.3. About Mitsubishi REACH BRAND RESEARCH 2.1. Abstract 2.2. Conclusion 2.3. Assessing S.W.O.T. 2.4. Market Research BRAND DEVELOPMENT

3.1. Mood Boards 3.2. Logo Development & Standards 3.3. Color Guide 3.4. Image & Texture Guide 3.5. Typography Guide 3.6. Media Assets Concepts DESIGN SOLUTIONS 4.1. Mobile Campaign 4.2. Website 4.2. Site Map & Wireframes 4.3. Guerilla & Interactive Marketing 4.4. Motion Graphics 4.5. Print Applications 4.6. Promotional Assets REFERENCES 5.1. Image Source 5.2. Works Cited

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2 ABSTRACT

CONCLUSION

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2 S.W.O.T.

MARKET RESEARCH

NISSAN LEAF

RANGE

84

MPGe

114

FORD FOCUS EV

RANGE

76

MPGe

105

Mitsubishi i-MiEV

CHEVY SPARK EV

RANGE

82

MPGe

119

NEW MITSUBISHI REACH

RANGE

62

MPGe

112

RANGE

142

MPGe

202

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3 ORIGINAL DESIGN

LOGO DEVELEOPMENT FINAL DESIGN

REDESIGN DO’S

DON’T

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COLOR PALETTE

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COLOR PALETTE RATIONALE

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IMAGERY & TEXTURES

IMAGERY & TEXTURE RATIONALE

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TYPOGRAPHY

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

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

TYPE RATIONALE

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