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 rebrand 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 ............06campaing adjectives& strategies ..............07

competitors ..............11 swot .........................13target audience .........15mood boards .............17

media mix ...................00 electronic media ........00social media ..............00print media ................00video & sound ...........00

works .... ...................00 images ......................00the designer .............00

logo ........................21 voice ........................27color .......................29typography ...............00images ......................00textures ...................00

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logo .........................00 voice .........................00color ........................00typography ................00images .......................00textures ....................00mission...................03 vision .......................04client .......................05creative brief ............06campaing strategies& adjectives ..............07

our goal:

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

“The AutoMoto what to transport you to your destiny with style at a low cost and

at the same time helps the planet”

theautomoto.com corporation:

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

The necessity to find a better and not expensive ways of transportation to help people in the economic recession starts the search of new ways of transportation for a worried audience. “Scooter (motorcycles), their popularity suddenly pick us as gas prices” (Da Costa, 2009).

The AutoMoto is the most inexpensive three-wheel motorcycle product in the market at this moment. 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.

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

competitors ...............11swot .........................13target audience .........15mood boards .............17

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 adapt 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: $14,899-$18,099

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

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

competitive advantage & value

The Auto Moto offers a new and secure vehicle with a moderndesign, providing a new and rich experience driving thisproduct. The roof and trunk makes a simple scooter the besttwo-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 electonic 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

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market sector:

The target audience are 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 can not 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 responsibleand part of Eco-Friends school

club. She love social media. Elizabeth love to hang out with her friends. She wants to buy her first vehicle, She lovesnature, 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. Hiswork 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 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, colours 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 yester year 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. 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

logo .........................21 voice .........................27color ........................29typography ................00images .......................00textures ....................00

re-designing the logo:

The AutoMoto re-design logo is the first step of re-launching the brand to market. 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. This is what the new logo design want to solve.

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.

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

vertic

al

horiz

onta

l

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black & white color

negative

single color

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

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

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

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

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do & don’t:

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

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

other correct use

No tagline

Negative over busy background

Trasparent overclear background

Trasparent overdark background

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

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

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

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 with out 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” with out the tag line.

For web the minimum size in horizontal version is W: 180 px and L: 60.932 px with the tag line. With out 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 with out the tag line.

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

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

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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