Lopez-Garcia_10.3.1_Final

TheAutoMoto.com Corporation looks to put a new fuel-efficient vehicle in the hands of persons with a low or medium income, that like to look good and help the planet at the same time. The unique features of The AutoMoto make this product different in front the competitors. The re-brand and new design looks to create awareness between the target audience, apposition in the market and elevate sales.

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mission...................03 vision .......................04client .......................05creative brief ............06the problem ..............07campaing strategies& adjectives ..............09

competitors ..............13swot .........................15target audience .........17mood boards .............19

media mix ...................47electronic media ........49social media ..............59print media ................63video & sound ...........70

works .......................75images ......................77the designer .............81

process ....................23logo .........................25voice .........................31color .......................33typography ...............35images ......................37textures ...................39style guile ................41infographic ...............41

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mission...................03 vision .......................04client .......................05creative brief ............06the problem ..............07campaing strategies& adjectives ..............09

our goal:

The AutoMoto.com Corporation mission is to develop affordable three-wheels motorcycle with high quality standards and highest security level to the driver. This unique and modern design makes The AutoMoto not only a fashionable vehicle, but also eco-friendly, because is fuel-efficient.

“The AutoMoto wants to t ranspor t you to your dest iny

w i th s t y l e a t a l ow cost and a t the same t ime he lps the p lanet ”

theautomoto.com corporation:

Is a three-wheeled motorcycle developer based in Los Angeles, California. This company is practically new on the market starting operation in 2009.

There is a necessity for people to find a better and less expensive way of transportation to help them in this economic recession. An online Motorcycle magazine states that the scooter popularity has picked up due to the increase in gas prices.

The AutoMoto is the most inexpensive three-wheel motorcycle high quality product in the market at this moment, according with Fine the best web page. These motorcycles have unique features that make it different in front the competitors, and helps the ecosystem, because is fuel-efficient.

campaign goals

• Generate awareness of the product.

• Obtain a position in the market.

• Increase The AutoMoto sales.

campaign look

The campaign will use a clean and minimalistic design, but different in many aspects. The combination of different design approaches evoking the importance of the features that makes The AutoMoto unique will be a signature en each element. The voice to transmit message will be funny but respectful. The design will show an innovative, modern, and enjoyable product.

tag line

“ a d v e n t u r i n g y o u r l i f e ” Evokes the adventure and freedom feeling.

what to solve?

The main problem that The AutoMoto confronts is introducing the brand in the market. There are companies that have more time on the market, these companies have already a reputation of high quality products, and have more experience in the field. Hong & Kyoon explained in their article that people look at products that have already a good reputation, making them believe secure at the moment of buy them and a new company has more difficulties introducing a new product to the costumers. Other fact that has made The AutoMoto not be noticed by the public is the low use of advertising in the different medias, creating a lack of familiarity between the public and the product.spi

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the solution

• Brand re-design• Creation of a multimedia campaign.

The strategy priority is the recreation of the product’s face (Logotype and slogan). A Media mix will be created to promote the product in the most important media channels, in order to deliver the message of the campaign and achieve awareness between the target audience.

campaign adjectives

Technology | Eco-friendly | Fun

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The three campaign adjectives described the “Look and Feel” of the campaign. Focusing in this words the campaign will evoke different responses in the target audience and will address the most important aspect of the product.

competitors ...............13swot .........................15target audience .........17mood boards .............19

the other guys

There are different companies that develop three-wheel motorcycles. Some of them have more that a century doing it. Others companies have a great position on the market and they are well known by their good quality and amazing design and performance. All these companies are evolving and changing their designs and technology in order to please their target audience.

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Piaggio is the only company that has more a century developing high performance engine, adapting and changing technology in order to create affordable and better styles of transportation for people. Range: N/A

Harley Davison in order to please his audience adapted his unique and well known style and design to a 3-wheel motorcycle, offering the same quality and performance that characterizes this important company. Range: 65

BRP Can-Am combine a unique design with the highest technology offering a fast and secure product, ergonomics to handle tight corners, easy to handles long rides, and a smooth cool ride.Range: 66

market cost: $32,549-$34,299

market cost: $18,999-$24,849

market cost: $7,199-$8,899

competitive advantage & value

The Auto Moto offers a new and secure vehicle with a modern design, providing a new and rich experience driving this product. The roof and trunk makes a simple scooter the best two-person vehicle giving a freedom sensation.

The AutoMoto offers his product in 10 different colors, and can be personalize for any kind of business. The third wheel offers more security that a regular scooter, the addition of the roof protects from weather and wind, a trunk gives storage capability and it low cost in fuel and maintenance gives The AutoMoto the flexibility to compete in the market.

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strengths

• New and innovative product.• Low price.• Secure.

weaknesses

• Not variety of products.• Not media presence.• Low awareness of public.

opportunities

• Create brand awareness.• Create media campaign.• Build social media offer opportunities.

threats

• Companies with more products.• More sofisticate designs.• companies with more time in market.

the automoto campaign will consist in two stages:

Stage #1: Re-create the brand image of The AutoMoto, giving it a modern and cleaner look that screams style, future, fun and concern for the environment. This new image will be use in different medias. The image consist in logotype, typography, colors, images and texture application on design elements.

Stage #2: Develops a mix media campaign using electronic media, social media, print media, and video and sound to create awareness between target audience promoting the benefits of Auto Moto and the different ways to apply it in personal and business always emphasizing safety, low maintenance and affordable purchase price.

swot p

lan

(the b

ig id

ea)

market sector:

The target audience consist in women and men between the 16 to 45 years old, worried by the global warming, with a low or medium income that like to look good, people living in cities with large traffic jams and people with disability that cannot ride a regular motorcycle. The motorcycle industry is offering three-wheel motorcycle as an option for disabilities people that desire drive a one again.

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let’s know them:

elizabeth lamport henry jones

Elizabeth Lamport, is a 16 years old girl. She is a grade A

student. She is very responsible and part of Eco-Friends school

club. She loves social media. Elizabeth love to hang out with her friends. She wants to buy her first vehicle, She loves nature, this is the reason he wants to buy a hybrid or an electric car, but they are too expensive for her. She is open to an alternative vehicle that fit her budget.

Henry is a 45 years old man that loves his family. The park for him is the best place to spend and have good quality time with his family. He is very social person. He has different working hours and days off. His work place is 15 miles a way from his house. He defines his self a free spirit, and he love to drive, claiming that is relaxing. He always wants to buy a motorcycle, but his wife is afraid that something happen to him if buy one, because he has an accident 20 years ago and his still have problems in the right leg.

16 to 45years old

worried by the global warming

low or medium income

like tolook good

people with disability

selecting the best approach:

Each mood board communicates the brand in a different way. The elements express a different story evoking different responses in the target audience. “Using a range of visuals, textures, colors and shapes, mood boards present images that represent the lifestyle of a specific consumer group” (Best, 43). Each mood board is focus in the most important and unique aspects of the product and the necessities of the target audience.

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The second mood show board affordability, personal safety, eco-friendly and green all convey the message. The combination of images, textures, and colors show an organic and modern design, also, the message is clear, nurturing the environment, men and women alike can be a part of the eco-friendly message. “Often the visual message is all there language, images, and colors” (Curtis, 147).

The third mood board looks back to the elegance and freedom so often associated with retro style, the images brings yesteryear to the present with style and fashion. Textures and colors lend to

the drama, and sophistication, taking the viewer on to the road to adventure. “Where dramatic and evocative environmental photography transports the viewer to the road to nowhere and everywhere, setting the mood for beauty, adventure, and mystery” (Wheeler, 219).

mood board #1

The first mood exposes that the target audience is obviously the young, information technology generation who want to experience the latest in travel and technology. They love having fun, sharing the adventure and experiencing tomorrow, today. “Images play an essential role in communicating a message” (Gavin, 72).

mood board #2 mood board #3

process ....................23logo .........................25 voice .........................31color ........................33typography ................35images .......................37textures ....................39style guile ................41infographic ...............41

thinking new:

The AutoMoto re-design logo is the first step of re-launching the brand to the market. After the data collection, in order to solve the client needs, the design process started with the development of the most important piece of the brand, the image. The brand is relatively new, but the actual logo has some problems in matter of longevity, versatility and memorability between the target audience. Also, the logo does not follow establish typography, making the logo confusing and easy to forget. The logo was inconsistent in different design elements, and has an unsophisticated and unfriendly look. This is what the new logo design want to solve.

Through the creation of different sketches, three approaches were developed, selecting the strongest concept that transmits the message and the feeling of the brand. This opens the door to the selection of typefaces, colors and other elements that will give life to the campaign.

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s t a r t i n g y o u r f r e e d o m






AUTOMOTOa d v e n t u r i n g y o u r l i f e

automotoe v o l u t i o n a t y o u r s i d e

Full Color:

OP

TIO

N 1

OP

TIO

N 3






Black Version:


Negative Version:

Full Color: Black Version: Negative Version:



Gray scale:

Transparency with Background:



Transparency:

Transparency:Gray scale:

the new logo:

This logo is has an abstract icon compass. Using the “A” as part of the arrow that point north. The “M” acts as the circle and the south arrow. The icon needs to be simple and easy to recognize. This will make easy the association of the logo with the brand and the product. The logo can work vertical or horizontal making it versatile and flexible.


vertic

al

horiz

onta

l

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black & white color

negative

single color





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do & don’t:



other correct use

No tagline

Negative over busy background

Trasparent overclear background

Trasparent overdark background


incorrect use

Wrong Color

Tagline over logoAUTOMOTO

a d v e n t u r i n g y o u r l i f e

incorrect use

Full color over busy background


Logo distorted

Stroke logo

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sizing & placement:

The placement and minimum size of the logo is important. The logo can work without the tag line, depending of the design. The minimum clear space for each side is determinate by the letter “A” of AutoMoto logotype. The minimum size of the logo to be place in any design elements in horizontal version is W: 2.5” and L: 0.85” with the tag line, and without the tag line is W: 1.5” and L: 0.5”. In vertical version is W: 1.5” and L: 1.25” with the tag line and W: 1” and L: 0.75” without the tag line.

For web the minimum size in horizontal version is W: 180 px and L: 60.932 px with the tag line. Without the tag line is W: 108 px and L: 36.559 px. In vertical version with the tag line is W: 108 px and L: 89.993 px, and W: 72 px and L: 53.828 px without the tag line.

Note:The “A” on the vertical version is 150% scale to have the same space as the horizontal version.


vertical

no tagline

no tagline

horizontal

hear my voice:

The AutoMoto voice is different and fun. The voice should express what the AutoMoto is all about. The AutoMoto is

fun, friendly, secure and honest. The target audience needs to feel that at the moment they hear about this new and innovative three-wheel motorcycle. Each individual should feel the freedom in the words. The tone will be informal but intelligent, reaching all the target audience and making them focal point inside The AutoMoto world.

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adding some color:

Each color represents something that the brand wants to express. Some times “customer can’t touch or feel the product (or service), can’t smell it, and certainly can’t taste it. So the visual message has to suffice, and that is where color really delivers” (Curtis, 147). The main colors are cold colors, “cold colors include green, blue, and purple, are often more subdued than warm colors. They are the colors of night, of water, of nature, and are usually calming, relaxing, and somewhat reserved” (Chapmann, 2010). The logo colors are electric blue, black and silver. “Blue is the safest color to use in most applications, implying honesty, trust and dependability” and “silver is a modern sophisticated color, calming yet uplifting, with a degree of mystery about it” (empower-yourself-with-color-psychology.com, 2013), Black is commonly associated with power, elegance, and formality” (Chapmann, 2010). There are other colors that can be used in the campaign. Some of them are orange and yellow. “Warm colors include red, orange, and yellow. These are the colors of fire, of fall leaves, and of sunsets and sunrises, and are generally energizing, passionate, and positive” (Chapmann, 2010). As we can see the combination of this colors give us elegance, energy, passion, and a sense of nature. The texture used in the ads indicates technology, movement and nature too.

PMS: 7470

C: 100M: 55.49Y: 41.73K: 20.04

R: 0G: 88B: 111

PMS: 361

C: 74.97M: 3.67Y: 100K: 0.13

R: 63G: 174B: 42

C: 0M: 0Y: 0K: 100

R: 35G: 31B: 32

PMS: 7414

C: 19M: 64.51Y: 100K: 5.52

R: 196G: 109B: 20

C: 0M: 0Y: 0K: 50

R: 147G: 149B: 152

PMS: Yellow C

C: 2.38M: 8.71Y: 100K: 5.52

R: 196G: 109B: 0

C: 0M: 0Y: 0K: 20

R: 209G: 211B: 212

main colors

campaign colors

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write the feeling:

The typefaces for the campaign are modern, giving the feeling of technological advance or futuristic, but elegant. All the typefaces are sans serif making them easy to read.

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•

•

•

•

For the AutoMoto logo Eurostyle regular typeface was selected, using the tracking character tool at 118. AUTOMOTO

The tagline uses Antipasto ExtraLight with tracking character tool at 150.a d v e n t u r i n g y o u r l i f e

The headlines use BankGothic Lt BT with tracking character tool at 20. This typeface will be always used in lowercase.headline

For the body Helvetica regular was the right choice in all the print material.Body Copy

Web will use Arial regular for the body.Body Copy

•

Euroestyle RegularAbcdEfghijklMNOpqRsTUvwxyz abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

Antipasto ExtraLight AbcdEfghijkLmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

BankGothic Lt BT abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

Helvetica RegularABCDEFGHIjKLMNOPqRSTUvWxYz abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

Arial RegularABCdefghijklmnopqRstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

transmit the feeling:

The selection of images is a main factor in the campaign. The images need to show fun, colorful, eco- friendly, and a modern appearance, appealing the sensation of freedom and fun. This will increase the effectiveness of the campaign between the target audience.

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texture use:

The textures give a technological and organic feeling but also a street expression. This combination of textures will generate sensation of movement. The principal textures for the campaign are techno-organic backgrounds, with bright colors, gradients and geometrical figures. Also the campaign can use street textures like, bricks, stone, and roads and they can be colored with the campaign colors, depending of the design and media.

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main textures

alternative textures

follow the rules:

The style guile is an important tool that can save time and money to the company. “Good, solid standards save time, money, and frustration.” (Wheeler, 204). The style guile needs to be proportioned by the designer in order to maintain consistency in all the design elements. We must to remember that the design can be produce by other companies and they need to know how to apply the elements. “They ensure that anyone within the client’s company who uses the design does so in a consistent manner” (Airey, 185).

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presenting the info:

The idea of the infographic is to inform and persuade the spectator about the design process and selection of elements, involving them in the brand completely, not matters if the spectator was involve from the beginning of the process or if is the first time they see the project. The AutoMoto infographic has the feeling and the direction of the campaign. The infographic takes the visual approach of “those who prefer to make the raw data beautiful” (Smith, 2014). People can clearly understand and follow the story behind the design process and why the selection of the design elements.

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media mix ...................47 electronic media ........49social media ..............59print media ................63video & sound ...........70

solving the problem:

The goal for The AutoMoto campaign is to obtain brand awareness between the target audience. In this era the use of a single media is insufficient. Marketers use a mix of media because no single vehicle is suitable for every customer segment, message, or occasion” (Levens, 195). Combining the correct medias the goal can be successfully achieve. All the medias will have the same feeling and elements, making them work together or individually. All the elements need to work in harmony to have continuity. Wheeler quotes, “regardless of the medium, the applications need to work in harmony” (Wheeler, 164). Other important quote is “The best brands speak with one distinctive voice” (Wheeler 26). This means the campaign medias need to transmit the message in a custom voice (same elements) to be easily recognize and associate by the public.

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Transmedia Storytelling

using technology:

The electronic media is a great bridge between the target audience and the brand. Most of the people use at least one type of electronic media per day. People according with Thibeault spend 43 minutes with Tv, 39 with computers, 30 with tablets, and 17 with smartphones, “and even sometimes, more than one channel at the same time” (Thibeault, 2013).

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tv, movie theater & radio ads:

These medias can transmit the feeling and message of The AutoMoto clearly. The combination of images and music for 30 seconds as a single unit will evoke the emotions of the campaign.

The radio ads will associate the music with the product and will explain the advantages of The AutoMoto The radio spots will describe the images and end with an action call for the listeners.

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web re-design:

The current web site is boring and looks more like a block that a web site. The new web site will have a better structure. Each section will have and individual page making the surf easier and friendly. Some of the tools that need improvements are: find are reserve a date for test-drives and find the nearest dealership. The addition of a live chat customer service that can answer all questions inside these tools will help to retain interest in potential customers.

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app for smart devices:

The Mobile app will be an optimized web page, but will have some extra tools that will help the driver. The app will have the option to sync with Pandora, iTunes radio or the music inside the phone. Also if The AutoMoto has a problem, the app will send a message to the near shop with the problem and the client information.

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internet advertisement:

The use of this media is perfect for persons that stay almost all day in front of a Computer. “Advertisements could take many forms, such as banners or interstitial ads (also called “pop-ups”)” (Levens, 203).

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conecting with people:

The power of social media campaigns is strong. People can communicate with other persons that have the same interest. This help to distribute advertisement to a specific target audience. “Social media campaigns take full advantage of the web’s unique properties like interactivity, community-building, and the ability to specialize local offers” (Sniderman, 2010). In order to extend The AutoMoto awareness between the target audience the selection of specific and most popular social media tools is very important. Each tool has a specific role in the campaign, as we can see in each icon.

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facebook

twitter:

The updates about new products or new events will be announced and presented instantly by

this media.

FACEBOOK:

This media will help people to connect directly with AutoMoto. People will interact directly with each other promoting The Auto Moto advantages. The page also will be use to create events, clubs

and will promote special offers and contests.

instagram:

This media will be used to share the best moments that people have using their AutoMoto or images that show improvements of an AutoMoto by the owners. These images will go to a contest that will be celebrated each 4 months.

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google +:

This medial wil l have the same function that Facebook.

web blogs:

This media will help to influence the decision of the consumer. The product will be evaluated by the principal blogs to obtain a positive review. “The digital environment influences consumer behavior through online social networking, blogs, product-ratings sites, and other activities that assist in online research, evaluation, and purchase” (Levens, 61).

see me different:

The AutoMoto print media will be different. Guerrilla Marketing input that the ads need to stand out. It needs to be expose the most important aspects that the target audience are looking in a vehicle and make them pop out in a singular and attractive way. This will generate the knowledge of the product inside the market, and of course, for the target audience.

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billboard:

The billboard will be placed in strategic point for the cities, especially on schools and in traffic

jams points.

posters:

The posters will be placed on subway stations, libraries, bookstores and on coffee shops.

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direct mail ads:

Will be send principally to people that live in apartments inside big cities, near traffic jams points, high school students and university students and staff. The direct mail can be distributed “in the form of a postcard, letter, brochure, or product sample that is sent to consumers who are on a targeted mailing list” (Levens, 265). The direct mail selected for this campaign is brochures, showing the advantages of

the AutoMoto and general information.

magazine ads & catalogs:

The ads and catalogs will show the best of The AutoMoto in a very unique way. “Who can resist the latest catalog or ignore sumptuous magazine ads” (Wheeler, 182). The ads will be distributed between the magazines that best approach the target audience.

souvenirs:

The creation of T-shirts, jackets, key chains, stickers and other souvenirs. Some of these items will be offered free to the public, thank them for they interest in the product. “Marketer gives away small items (such as T-shirts or mugs) bearing its name or logo to keep the audience thinking of the brand and feeling good about it” (Levens, 174).

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observe & hear the freedom:

The videos are a great tool to spread the brand message between the target audience. According with Wheeler “the masses want videos” (Wheeler, 78). The videos can approach the feeling of the target audience. “video brings dramatic new depth to how brands can express themselves” (Wheeler, 78). The music can influence a person’s mood. “Music is used to appeal to a particular customer and put him or her in the mood to shop or revel in the experience” (Wheeler, 157). The music combine with the video will generate a powerful combination reaching the next frontier in the AutoMoto campaign, associate the images and the sound with the brand.

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VIDEOS:

The videos can be produce by The AutoMoto or people that have AutoMotos. The videos will show security tips, testimonials, contest winner awards ceremonies, and updates of technology and accessories in the web page. The web page will be link with You Tube too.

music:

The music will be a bridge between the product and the feeling of the campaign. People at the moment of listening the music will visualize and associate it with The AutoMoto. “visualizations can take many different forms” (Saffer, 69).

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WEBINARS:

According with DreamFire “Online streaming is becoming increasingly popular around the world, with live sport, music, or webinars for a worldwide audience” (DreamFire, n.d.). Webinars can be a bridge between the target audience and the brand. The webinars will include security tips, how to improve the performance of the vehicle, how to fix minor issues, how to set up your phone and phone app with the vehicle and how to tune up The AutoMoto. Some of the webinars will show eco-friendly tips too.

works .... ...................75 images .......................77the designer ..............81

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carlos lopez-garcia:

Today, Carlos goal is learn and combine different techniques to satisfied the design necessities of his clients. He became a responsible and well organize leader that provide a great art direction from the start of the design process through the end, paying always as a team player and respecting and taking in consideration the opinion of his co-workers.

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Carlos born in Ciudad juarez, Chihuahua, Mexico. Carlos Lopez-Garcia interest in design began in elementary school. His parents realized that he spend most of his time watching animation, magazines, billboards, and posters instead of playing. They help him to appreciated and understand a little more about art and design. Took him to qualified people to guide him through his passion. He studied in The University of Texas at El Paso a double bachelor, one in Graphic Design and the other in Mass Media Communications. Thanks to his mentors he found the importance of

combine creativity, quality, professionalism and time optimization in the development of designs. Specializing in corporate image, advertisement, packaging and a great variety of graphic art, he try to give in each design an exiting and new contribution to graphic design world. After eight year out of school, he come back to do his Master in Media Design in Full Sail University, looking new techniques and new forms to improve his self and his designs. His is always willing to start, try and learn, open to new opportunities to create innovative, modern and dynamic design solutions with an exciting focus.

clwingm.wix.com/carloslopezportfolio [email protected]

“ i have no spec ia l ta len ti am on l y pass ionate l y cur ious . ”

-A lber t E ins te in -

Lopez-Garcia_10.3.1_Final

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