The Fiat 500 is more than just a car. It made history. It gave Italians the ability to move freely and with stylish confidence as they recovered from World War II. Deeply

rooted in Italian heritage, the Fiat brand was reintroduced in March of 2011 in North America, bringing something truly unique to the marketplace (Fiat USA, 2013). The main competition for the Fiat 500 Pop is the Mini Cooper, the Smart Electric Coupe, and the Scion IQ. What makes the Fiat 500 different from its competition is that it is deeply rooted in Italian history and is built with innovative Italian design. The target audience is men and women in the age range of 25-45 years of age who live in an urban environment and enjoy the finer things in life. They are tech savvy fun seekers who care about the environment. They appreciate and are excited by vintage style, with a love for mid-century modern design. The goal of this campaign is to welcome back the Fiat 500 to North America and to make the consumer desire its Italian modern design and style, thereby increasing sales.

intro

toc1.0 Research Objective, pgs. 3-4 Abstract , pgs. 5-6 Competitive Survey, pgs. 7-16 Client Brief, pgs.17-18 Target Audience, pgs. 19-20 SWOT Analysis, pgs. 21-22

2.0 Style Guide Logo Standards, pgs. 25-28 Color pgs. 29-30 Images & Textures pgs. 31-32 Type Standards pgs. 33-34 Tone & Voice pgs.35-36

3.0 Creative Development Print Ads, pgs. 39-40 Logos & Logotypes, pgs. 41-42 Website, pgs. 43-44 Moodboard, pgs. 45-46

4.0 Final Designs Print, pgs. 49-50 Print, pgs. 51-52 Apparel, pgs. 53-54 Website, pg. 55 Other Media, pg. 56

1.0 Research

Objective Abstract Competitive Survey Client Brief Target Audience SWOT Analysis

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Objective

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The goal for the campaign is welcome back the Fiat 500 to North America and to make the consumer desire its stylish, modern, Italian design. What makes the Fiat 500 different from

the competition is that it is deeply rooted in Italian heritage. This project will showcase where the Fiat 500 came from and where it is today in North America.

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AbstractBy focusing on the Fiat 500’s Italian heritage, its Italian design, and convenient size for the urban

lifestyle, this rebranding will highlight the brand’s stylish individualism and will thereby set the Fiat 500 apart from its competition. The rebranding will include a website with interactive capabilities, television ads, and print ads. The look and feel will be consistent across all media platforms and will be colorful and fun, just like the 15 different color choices that the Fiat 500 gives the consumer. The font choices will be clean and simple san serif fonts, with a bold style for emphasis. Arial was chosen for the clean simple nature and it legibility. The fonts chosen for the logo and for the tagline have more style than Arial, but are still legible. Aster and Knarfart were chosen for their mid-century, yet very contemporary feel. This is perfect for the theme of the campaign which is, “The Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.” The Fiat 500 campaign will be easily recognizable and memorable with a consistent look and feel. Part of the rebranding and messaging will be showing off the innovative design that Italy is known for and how the Fiat 500 will fit the lives of the consumer, which makes the product desirable. The goal of this campaign is welcome back the Fiat 500 to North America and to make the consumer desire its stylish, modern, updated and customizable features, thereby increasing sales.

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competitionThe main competitors for the Fiat 500 are the Mini Cooper, the Smart Electric Coupe,

and the Scion IQ. Small, compact car designs are on the rise, whether they are hybrids, electric or all gas. They produce less of a footprint on the environment by using less material to build and less gas to operate. What makes the Fiat 500 different from its competition is that it is deeply rooted in Italian history that goes back over fifty years. It is also one of the most budget-friendly. It has the most speakers (6) out of all the rest of the competition. The Fiat 500 model’s unquestionable popularity is the result of its power to deliver unmatched personalization options with advanced solutions in terms of style, quality, engine superiority and passenger comfort.

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current logo

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competitor logo

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competitor logo

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competitor logo

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current website

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competitor website

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competitor website

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competitor website

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Client BriefThe Fiat is more than just a car. It made history. It gave Italians the ability to move freely

and with stylish confidence as they recovered from World War II. A liberating form of self-expression, the Fiat was built to satisfy the consumer’s insatiable love for each day. “For Fiat Fabbrica Italiana Automobili Torino (Italian Automobile Factory Turin) a company founded in 1899, this was a rebirth. Today, the Fiat brand stands for discovery through intense individualism. It encourages people to be in charge of their lives, live assertively and celebrate the smallest of things with infectious excitement. That philosophy is embodied by the North American introduction of the Fiat 500, or Cinquecento — a small car that lives big. The Fiat 500 Pop is synonymous with modern simple design, blending form, function and a pride of ownership that is genuine” (Fiat USA, 2013). The direction of the campaign is to reintroduce the Fiat back into the states. The focus is going to be on the cool, hip, innovative Italian design of the Fiat 500 and targeting an audience stylish men and women, ages 25-45 years of age.

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TargetThe target audience is men and women in the age range of 25-45 years of age who live in

an urban environment and enjoy the finer things in life. They are stylish, tech savvy fun seekers who care about the environment. They appreciate and are excited by vintage style, with a love for mid-century modern design.

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swot

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Strengths• Low MSRP• 15 colors • Compact• Italian design

Opportunities • To bring more awareness • Put the face of the target consumer with the brand

Threats• Mini Cooper• Smart• The growing number of eco-friendly cars being developed

Weaknesses • Small cargo space• The brand has been out of the country since 1984

Positioning and Value PropositionThe FIAT 500s unquestionable popularity is the result of its stylish Italian design, along with its power to deliver unmatched personalization options with advanced solutions in terms of quality, engine and passenger comfort.

Sustainable Competitive AdvantageBringing a face to the brand is essential to elevate the brand above its competition. Personal stories from Fiat owners bring a face to the brand: Fiat past and Fiat present. These stories will illustrate the history of the brand as well as its relevance today and capture who the audience is now.

Strategy for Promoting the Brand in the Campaign Project (Big Idea)The theme and story of the campaign is to focus on the Italian heritage of the Fiat 500 and its recent resurrection back in to the States.

2.0 Style Guide

Logo StandardsColor Images & TexturesType StandardsTone & Voice

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logo

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The family of Fiat 500 logos collectively represents the brand. They are the visual expressions of Fiat’s personality. The three variations of the logo share many common

elements and are each designed with specific applications in mind. Use each logo in accordance with these guidelines to generate a consistent experience that reinforces the Fiat 500 brand. The Corporate Signature should breathe. Providing the right amount of clear space around the Signature makes it easier to distinguish and reinforces the status of the Fiat 500’s identity. The required amount of clear space to ensure maximum visibility and legibility is determined by the X Measurement.

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x

x

x

x500

xx

xx

500

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500

Minimum Size:1.00” or 72px wide

xx

xx

500

Minimum Size:1.78” or 128px wide

500 500

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500 500

fiat500500

500

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ColorThe colors of the campaign go through a transition to represent the beginning of

the Fiat 500 back in Italy, and its transition back into North America. The muted colors capture the vintage feel of the Fiat 500, “Color” shows the fun, upbeat, modern feel of the rebirth into North America. The bright colors represent style, fun and modern design.

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RGB: 1, 177, 236CMYK: 62, 5, 1, 0

RGB: 177, 199, 41CMYK: 28, 3, 100, 0

RGB: 237, 38, 141CMYK: 6, 75, 3, 0

RGB: 102, 0, 141CMYK: 67, 87, 0, 0

RGB: 250, 217, 78CMYK: 1, 8, 75, 1

RGB: 254, 112, 56CMYK: 0, 53, 70, 0

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ImagesThe look and feel of the images and textures for the campaign are to show how

deeply rooted Italian heritage of the Fiat 500, and its recent rebirth to North America. The images convey the brand essence by showing the birthplace of the Fiat 500 with images and textures of Italy and its hip, stylish resurrection in the United States with modern bright colors to appeal to its style conscious consumers.

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type

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The type of fonts that will be used for body copy in the campaign will be utilitarian. “A utilitarian font is a font that has a pragmatic rather than a decorative function. A utilitarian

font is easy to read and highly legible.” (Ambrose & Harris, 2010). Arial was chosen for its clean, simple nature and legibility. The fonts chosen for the logo and for the tagline have more style than Arial, but are still easily legible. Aster and Knarfart were chosen because they have a mid-century modern feel to them, yet remain contemporary and up-to-date. I chose Aster and Knarfart because they have a since of mid-century modern feel to them, yet very contemporary. This felt perfect for the theme of the campaign which is, “The Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.”

Headline: aster Subhead/Body Copy: Arial Bold, Arial Regular

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500

Helvetica: Light Obliqueknarfart: Regular

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tone & VoiceThe theme of the campaign is: “The Fiat 500 born from Italian heritage and resurrected in

America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.” The tone of the copywriting should be celebratory of the Italian heritage and the innovative Italian design of the Fiat 500 that can now be enjoyed in the States.

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3.0 Creative Dev.

Print AdsLogos & Logotypes WebsiteMoodboard

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Print AdsThere are several benefits to print media. A print piece is a physical thing. Consumers like to

read and keep their magazines and newspapers for a while. They might even go back to it after a few months or even years. Print ads are also great for the brand to make an impact. By using a consistent look and feel throughout the ads, for example, fonts, color and images, the consumer will be able to identify and recognize the brand.

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resurrected.

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logo workThe rationale for the logo designs is to keep it simple and to stick with tradition. Because

the campaign is focused on the Fiat 500 being of Italian heritage, and that being the differentiation from its competitors, elements of Italy were brought in. The goal was to incorporate the flag or the flag colors to the logo. The logo reflects a modern design as well as an updated version of the bull featured on the Turin flag, where Fiat®, Fabbrica Italiana Automobili Torino (Italian Automobile Factory Turin) was founded in 1899.

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500500

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websiteThe Internet will be used strategically to get the Fiat 500s message across. It is a digital

world and the target audience of the Fiat 500 is living deep in it. Smart phones, tablets and laptops are a part of the Fiat 500 consumer’s very being. Because the Fiat 500 has so many personalization options, the website will allow the consumer to play around and customize their ideal Fiat 500 to make it their own. The consumer will have the ability to choose accessories that will enhance their Fiat 500 experience, increasing product desirability. The interface for the website will be user-friendly, visual stimulating and fun.

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MoodboardThe Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine,

or Italian leather shoes, the Fiat 500 brings its chic European Italian design to the States.

3 Directive Words to Describe the “Look and Feel” of the Campaign:• Italian Design• Innovation• Style

The relevance of this mood board to the campaign for the Fiat 500 is to convey the message that Italy has a long history of craftsmanship that intertwines different paths: art, fashion, food, wine, car industry but also design.

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4.0 Final Designs

PrintApparelWebsiteOther media

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Solutions

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The campaign will be represented in multi-platform storytelling and will work together as a whole to deliver the message through the use of the design toolbox and theme.

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print adsThere are several benefits to print media. A print piece is a physical thing. Consumers like to read and keep their magazines and newspapers for a while. They might even go back to it after a few months or even years. Print ads are also great for the brand to make an impact. The ads in this campaign will reflect the colors, images and fonts that are reflected in the style guide. The Bus wraps can combine the idea of billboards and Guerrilla Advertising in one. The artwork for the bus wrap will be placed in a way so that the passengers on the bus will appear as if they are driving a Fiat 500.

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apparelApparel is popular way to create promotional products and use them benefit the brand. Having apparel is like having a walking billboard. This means that they can be found in any place a person can go. So if someone is on vacation, traveling or simply going to work, the company logo can travel too.

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Fiat500Italian Born. Resurrected in america.

HOME ABOUT CONTACTSBLOGGALLERY

HOME ABOUT CONTACTSBLOGGALLERY

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tam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacu-la quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

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wEBSITEThe website will have a consistent look and feel with the print and television campaign. The theme and design elements will feature the history of the Fiat 500, as well vehicle specifications and the many options that the Fiat 500 provides.

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OTHER MEDIAMobile App: A fun app will be available for download, which could also be accessed from the website. The app will provide customers the ability to “pimp” out a Fiat 500 and it would allow theme to share their creations on Facebook.

Facebook: Facebook will be utilized to promote Fiat 500 extravaganzas for owners and potential new owners. The FIAT 500 has evolved into a global icon, winning the hearts of enthusiastic drivers. There will be pop-up Fiat 500 extravaganza events across the county to celebrate the Fiat’s return.

Instagram: Through Instagram, Fiat 500 owners will be encouraged to post photos of their Fiat 500, especially owners who have customized a vintage or modern Fiat in a unique way. This promotes how customizable the Fiat 500 can be and the photos can be compared and shared from all over the world. “Capture and Share Capture.”

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