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Hyperloop

Proposed Identity for Elon Musk's Hyperloop

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Hyperloop

  1. 1. < >
  2. 2. table of contents Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  3. 3. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  4. 4. EXECUTIVE SUMMARY In order to gain traction, revolutionary ideas require meticulous planning, exacting deliberation, and flawless execution. When the stakes are as high as the introduction of a fifth mode of transportation, the client needs to be confident that their ideas will be made tangible, feasible, and desirable to the marketplace. That is the role of the creative agency. Design thinking is the hallmark of some of the most powerful brands on the marketplace today. What makes these brands truly remarkable is their seamless transition between marketing objectives and design outcomes. This proposal attempts to identify the consumers’ real needs and expectations for the Hyperloop brand from a marketing perspective, translating those insights into a design solution. < >
  5. 5. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  6. 6. ENVIRONMENTAL SCAN DEMOGRAPHIC SOCIAL ECONOMIC California has a population of 38.3 million. It is a minority–majority state, 40% non-Hispanic whites.1 1out of 3 Californians has attained a college degree, and 2 out of 3 have a high school diploma or equivalent.2 Los Angeles and San Francisco, the proposed first ports for the Hyperloop, are amongst the nation’s most populous cities.2 Approximately half of the population is married. The average household consists of 2.87 people, and 40% of households have children under 18.4 Both cities rank in the top ten most ethnically diverse metropolitan areas in America, with a 79.6 and an 85.3 on the entropy index.3 English is only the primary language in 3 out of 5 households. Spanish is the primary language spoken in over a quarter of Californian homes. 4 Annual median household income is $47,493. California currently sits at 107.9 on the Economic Health Index.6 TECHNICAL LEGAL competitive The California High Speed Rail is one of the most expensive per mile and slowest bullet trains in the world. 8 Many other groups have attempted to solve this problem before, all with fatal flaws or without any working prototypes operating in test pilot. 8 1 Califormia Dept. of Finance. 2 U.S. Census, 2013 estimates. 3 Lee, Iceland & Sharp (2010). 4 Infoplease U.S. Census Data. The technology needed to build the Hyperloop is already in existence. 8 The Hyperloop must overcome the Kantrowitz limit, operate within a comfortable g-force threshold, have expansion joints for earthquake resistance, and be self-powered. 8 5 Florida, R. (2012) The Atlantic. 6 Bloomberg Visual Data (2013). L.A. is one of the country’s most substantial economic engines, a center for media, business, and international trade, ranked 9th in the Global Econimic Power Index. 5 57.5% of Californians 16 and up are employed. 86% drive to work, and 5% utilize public transportation. 4 Construction of the Hyperloop would involve the construction of pylons on privately-owned property.8 Security check procedures, liability, insurance, and various other legal issues would need to be addressed prior to the Hyperloop’s launch.8 7 Rasmussen Partisan Trends (2013). 8 Musk, E. (2013). Hyperloop Alpha. < >
  7. 7. SWOT ANALYSIS internal STRENGTHS WEAKNESSES economical to build & operate made using extant technologies safe and eco-friendly inventor cannot complete alone no working prototype for testing infrastructure will take time positive W OPPORTUNITIES THREATS more efficient than air under 900mi ideal for frequent travelers open source model, collaboration negative S societal resistance to change califonia’s high speed rail established modes of transit o t external < >
  8. 8. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  9. 9. SURVEY MEASURES SAMPLE 1 2 Travel Attitudes & Preferences 3 Hyperloop Assessment 4 Resistance to Change Scale 5 * 1 2 3 Science & Technology Scale 1 Demographic Information 3 for more information, see the Supporting Documents. Xiao, C. (2013). Attitudes Toward Science & Technology Measure. Oreg, S. et al. (2003). Resistance to Change Scale. Items retrieved from Survey Monkey’s expert question bank. Amazon MTurk 4 Non-probability U.S. Residents Sample size = 152 CODING 2 Open-ended questions were manually coded into categories by synonimity, correcting for capitalization or spelling inconsistencies.* 4 Berinsky, Huber & Lenz (2007) found that Amazon’s Mechanical Turk respondents are often more representative of the U.S. population than in-person convenience samples, but modestly less representative than subjects in Internet-based panels or national probability samples. < >
  10. 10. SIGNIFICANT FINDINGS Controlling demographic features, age is strongly predictive of interest in the Hyperloop & attitudes towards the Hyperloop’s safety, convenience, eco-friendliness, and desirability. Those who have achieved higher levels of education view advances in science & technology more favorably. People living in suburban areas are more likely to be interested in the Hyperloop than those in rural areas. People who embrace advances in science and technology are far more likely to be interested in the Hyperloop than those who don’t. The amount of travel by airplane in one year is negatively correlated with one’s resistance to change, and with one’s interest in using the Hyperloop. Those who are highly tolerant of change are more likely to be interested in using the Hyperloop than those who are more resistant. < >
  11. 11. ASSOCIATIVE INSIGHTS interest in the hyperloop common descriptors LOW MID HIGH 1 futuristic futuristic futuristic 2 scary fast exciting 3 dangerous exciting innovative 4 claustrophobic innovative science-fiction 5 science-fiction claustrophobic aerodynamic < >
  12. 12. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  13. 13. MARKET SEGMENTATION connexions SELECTION PROCESS Nielsen ConneXions is a household segmentation system that groups consumers into 53 segments The characteristics of early adopters from based on voice, video and data consumption, as well as consumer technology adoption, or the Innovation Diffusion framework were Nielsen Technodoption. The 53 ConneXions® segments fit within 10 Lifestage Groups based on the referenced against the Hyperloop survey data combination of technology adoption, age and family structure. for similarities. Those points of overlapping data were then used to determine which INNOVATION DIFFUSION ConneXions segments would be most likely In Everett Rogers’ seminal work Diffusion of Innovations, he outlines some of the defining to use the Hyperloop in the early stages of socioeconomic and psychographic characteristics of those who are early adopters of innovations. the product life cycle. All segments selected While age was not significant in his studies, higher education levels, income, empathy, for others were also classified as “High-Tech” on Claritas’ tolerance for ambiguity, and openness to change were all positively associated with early adopters. proprietary Technodoption scale. early-adopting elite suburban spenders young & wireless Technovators Calling Circles You & iTunes Plugged-In Families Smart Gamers Generation WiFi Tech Nests Bundled Burbs The Pragmatics Kids & Keyboards < >
  14. 14. MARKET DEMOGRAPHICS of the u.s. population = 21,881,813 1 Income Education Families Career 2 5,3 $7 College Graduates With & without children Professional & Managerial < >
  15. 15. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  16. 16. INNOVATION DIFFUSION lo ists g te o chn n io vis s ive t rva e s s e ari st ati m rag p s con tics p ske To mobilize both the technologists and visionaries, communications should emphasize the benefits of the product. According to studies by Taylor, Moore, and Amonsen (1994), the benefits model is more predictive of consumer behavior along the technology diffusion scale than is the psychographic model, originally proposed by Everett Rogers in the sixties*. Thus, while technologists will be motivated to ride the Hyperloop by nature of its novelty alone, visionaries will need to be convinced that the Hyperloop is a superior mode of transportation for their needs before they will be interested in using the Hyperloop. *Rogers, Everett (2003). Psychographic Model of Innovation Diffusion. < >
  17. 17. MARKETING MIX Commuter rewards program Separable luggage pods Willingness to pay: 15 minute deaprture intervals Mean = $89.50 Electronic baggage tracking IC E ce s Referral discount: 10% Efficient digital check-in process s On-site or on-line ticketing PR PR o Hyperloop staff unloads cargo 95% Confidence Interval $74.74 – $103.40* *Computed based on 1,000 bootstraped samples. Primary: innovative & fast San Francisco to Los Angeles O N Expanding to cities 900 mi apart Heavily branded environment Streamlined flow of foot traffic Tertiary: affordable & spacious Internet-based advertising Emphasis on travel websites O Straightforward interior layout PR PL AC E Minimalist, practical stations M O TI Routes adjacent to highways Secondary: simple & safe Ambient advertisements: bus stops, airport terminals < >
  18. 18. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  19. 19. BRAND PERSONALITY According to preliminary research, the Hyperloop product already is very evocative. An entirely new mode of transportation, consumers have no extant cognitive schema upon which to base their attitdes towards the product. seductress Thus, consumers who were open to change and had positive views of science and technology were significantly more likely to embrace the Hyperloop, and subsequently the Hyperloop brand. While the model to the right illustrates the archetypes most closely associated with the Hyperloop already, the brand should aim to be seen as more straightforward and trustworthy to appeal to the broadest audience. Millward Brown (2012). CharacterZ Attributes & Archetypes. * Developed using semiotics combined with quantitative and qualitative data collected from over 500,000 respondents. HERO Dreamer < >
  20. 20. PROCESS SKETCHES OBJECTIVE Inspired by the cursive “H” glyph, the mark contains an “H” an “L” and two loops. The stems are italicized to evoke a sense of dynamitism. The elongated feet of the “H” create sharp 60 degree angles, and fade into the distance as a subtle reference to speed and transit. < >
  21. 21. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  22. 22. MARK & VARIATIONS v1 v2 GUIDELINES v1 : should be used whenever layout allows. v2 : alternative configuration of the logo. v3 : intended for use in larger collateral. Isolated Mark & Logotype: the Hyperloop mark and the logotype should only be used in isolation when the full mark is present elsewhere. v3 Minimum Width: 1” or 108px Minimum Distance: 1 “H” perimeter < >
  23. 23. COLOR PALETTE PRIMARY 86-00-09-00 Pantone 638 P* 20-14-12-40 Pantone Cool Gray 7 CP* SECONDARY 30-22-17-57 Pantone Cool Gray 9 CP* 99-01-05-05 Pantone 639 P* 62-00-08-00 Pantone 637 P* 39-00-07-00 Pantone 636 P* Blue is one of the most predominant hues in logo design, especially in the travel & technology sectors. Emprical studies have shown that people associate blue with security and comfort1, and that it yields a highly positive emotional response in young adults, more positive than any other color2. As cited in Lang (1993), Grandjean made observations about the effects of color on perceptions of room size and psychological response, noting that cool colors make a space seem restful and increase percieved spaciousness; while warm colors make a space feel smaller and increase stimulation3. Furthermore, people exposed to red and yellow colors reported higher levels of anxiety than did people exposed to cool blue and green colors4. For an offering as potentially anxiety-provoking as transit at 700mph in a small steel tube, a cerulean blue was selected both to capture the energetic, modern, vibrant nature of the Hyperloop and to help ameliorate feelings of claustrophobia by making the capsules feel more spacious and comfortable. *PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. 1 Ballast (2002) 2 Kaya & Epps (2004) 3 Kwallek, Lewis, & Robbins (1988) 4 Mahnke & Mahnke (1993) < >
  24. 24. TYPE HIERARCHY HEADLINE Venera / 500 SUBTITLE Akko Pro / Thin HEADING Venera / 700 Emphasis Akko Pro / Medium Body Copy Akko Pro / Light VENERa Named after the spacecraft sent on the Soviet expedition to Venus, Joe Prince designed Venera to capture the futuristic forms of the space race, while harkening back to the past. An all-caps typeface set in five weights, Venera is a versative and attractive display face. Its curvilinear appearance complements the softened forms of Akko, while its extended width provides a stark contrast from Akko’s condensed letterforms. With its sleek appearance and vintage undertones, the face is both pioneering and familiar, futuristic and nostalgic. AKKO PRO A striking balance between austere industrialism and organic softness, the Akko family by Linotype’s Akira Kobayashi are a stylistic blend of two extremes: functional and rectilinear, yet curved and approachable. The characters are attractive at large sizes, yet compact enough to be economical for body copy. The careful attention to detail in the counters and the junctions between strokes ensures that no dark areas are produced within the text, resulting in a homogenous, straightforward appearance in large bodies of text. < >
  25. 25. Executive Summary Background Analysis Marketing Research Market Segmentation Marketing Strategy Brand Development Identity Standards Supporting Materials < >
  26. 26. SUPPORTING MATERIALS The Supporting Materials folder contains the following materials: Survey Items SPSS Output & Syntax ConneXions Details

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