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Nisara Kittisangvara Pei-Yun Lai
Story Brand Strategy Logo Tagline Tone & Attitude Color Palettes Typography The Open Road Cars Dealership Stationery Advertising
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Gregory Fields grew up like every other typical boy. He spent his time playing with Hot Wheels and riding his bicycle. As a child, he loved the feeling of freedom that rushed through his veins when he rode his bike. Gregory dreamed of the day when he would be old enough to drive a real car and have the real experience of the open road. He counted down days until his 16th birthday when he immediately got his license and fell in love with the road. He drove everywhere, no matter how short or far the distance. Every time Gregory got behind the wheel, his adrenaline would start pumping and he was overcome with exhilaration. He had never experienced such a rush before and wanted this feeling to last forever.
Through out his adolescent years he was always either coming or going, he rarely spent a weekend just sitting around the house. He loved to go on road trips with friends, and long car rides by himself. It didn’t matter to Gregory, as long as he could drive. However, because Gregory focused so much of his attention on driving and cars, he hardly focused on school. His lack of interest in school showed in his grades. Upon graduation he was barely able to get accepted into a local community college. As he began to seriously explore different career options he quickly realized that nothing could hold his attention like cars did. Unfortunately, his school didn’t offer the proper program for him to get a good career involving automobiles. However, a now focused Greg didn’t let that stop him. He realized his dream and chased it. He focused all his energy on school and produced good enough grades to transfer over to Minnesota State University.
At MSU he studied Automotive Engineering. He was a stellar student and gained the attention of his professors and peers through his innovative ideas and outside the box thinking. Upon graduation Gregory was offered a position with Toyota. He quickly progressed in the company and worked on important projects. The highlight of his career with Toyota was working on their very successful hybrid series, the Prius. He was an integral part of the team responsible for the idea of having a hybrid with personality. He wanted the driver to feel as though they are truly making a difference with this environment friendly car. The idea was a hit, and lead to great success for Toyota. However, Greg didn’t stop there. He constantly would come up with ideas to improve the Prius and maybe extend to other Toyota vehicles. Fortunately, his wife was a cars connoisseur as well, so they often would discuss the problems with automotive transportation, and ideas on how to solve them. One of their main discussions was about how driving used to make you feel in their youth compared to the hassle of driving today, and how they can get that feeling back.
Then one day it dawned on them, electric. Electric cars were already in the market, but they were either extremely expensive or extremely inconvenient. They wanted an electric car that was affordable, and gave you enough miles per charge that you wouldn’t even realize it needed to be charged. It would be the next generation of the Prius. He pitched the idea to the powers that be at Toyota, but they didn’t believe the timing was right.They had the “if it isn’t broke, don’t fix it”, mentality and wanted to ride out the hybrid idea all the way. Gregory respectfully disagreed, and wanted to jump on this idea before anyone else did. In 2004 Gregory left Toyota. With his years of experience, contacts within the industry and knowledge, he set out began to develop this new generation of automobile. Five years later Sparc was born. Sparc is an affordable, environment friendly, progressive, stress free car. A car made to take your mind off the stress of everyday driving, and remind you of a simpler time, when driving wasn’t just commuting it was joyriding.
Joy of Driving
Sparc is all about having fun while driving and forgetting about the technical details that cloud our mind and frustrate us when we think of cars and driving. Sparc aims at giving the driver a nostalgic feeling that reminds them of when they first got behind the wheel. The exhilaration of being in control and choosing your own destination. Sparc is a great car and also happens to being fully electric.
Sparc is the only car that brings you back to a time when all that matters is driving. Sparc is a car that provides a unique experience, a sense of nostalgia. Unlike so many other car companies, Sparc is focused on the individual and the intimate connection that a person makes with his/her car.
Male / Female 30-55 years old.
What We Know About Them • These people are concerned with saving money. • Family become the first priority. • Quality and practicality are major concerns • These are everyday, working people (9 to 5) • Aware of current environmental status • Prefer functionality over design • They have been keeping up themselves to the update innovations but missing the value of its feeling.
Sparc’s Personality • • • • • • • • • • Trustworthy Reliable Authentic Environmentally Conscious Togetherness Patient Confident Intimate/Personal Open-minded Expressive
DO’s & DON’T’s
Conversational & Simple
Optimistic, Inviting, Calm/Relaxed, Not overbearing
The Open Road
Sedan Version: Mentum
• • • • • • • • Style: 4-door, front-wheel-drive sedan Seating Capacity: five Acceleration: 0 to 60 mph in 6.5 seconds Top Speed: 95 mph Range: 500 miles Expected Batter Life: Eight years or 150,000 miles Battery: Custom microprocessor - controlled lithium-ion better with 8,234 individual cells. Full Charge: 3 hours
Sport Version: Mentum SE
• • • • • • • • Style: 2-door, rear-wheel-drive sport coupe Seating Capacity: four Acceleration: 0 to 60 mph in 3.5 seconds Top Speed: 115 mph Range: 500 miles Expected Batter Life: Six years or 110,000 miles Battery: Custom microprocessor - controlled lithium-ion better with 8,765 individual cells. Full Charge: 3.5 hours