Story 04

Brand Strategy 08
Logo 16
Tagline 20
Tone & Attitude 21
Marcelina Ward Account Planner Color Palettes 22
Typography 23
The Open Road 24
Cars 26
Nisara Kittisangvara Account Planner Dealership 30
Content Stationery 32
Advertising 34
Pei-Yun Lai Art Director

Raza Durrani Art Director

Zachary Browne Copywriter

 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.
Story 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.
Target Audience

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.
Brand Position
Brand Quality

Sparc’s Personality

• Trustworthy
• Reliable
• Authentic
• Environmentally Conscious
• Togetherness
• Patient
• Confident
• Intimate/Personal
• Open-minded
• Expressive
Logo Design Logo Usage

logo
Color Palettes
Logo Palettes DO’s & DON’T’s
 Tone
Conversational & Simple

Tagline

Attitude
Optimistic, Inviting, Calm/Relaxed, Not overbearing

Simply Joyride.
Typography

Zekton GreyscaleBasic Gill Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890
The Open Road
Sedan Version: Mentum Sport Version: Mentum SE
• Style: 4-door, front-wheel-drive sedan • Style: 2-door, rear-wheel-drive sport coupe
• Seating Capacity: five • Seating Capacity: four
• Acceleration: 0 to 60 mph in 6.5 seconds • Acceleration: 0 to 60 mph in 3.5 seconds
• Top Speed: 95 mph • Top Speed: 115 mph
• Range: 500 miles • Range: 500 miles
• Expected Batter Life: Eight years or 150,000 miles • Expected Batter Life: Six years or 110,000 miles
• Battery: Custom microprocessor - controlled lithium-ion better with 8,234 individual cells. • Battery: Custom microprocessor - controlled lithium-ion better with 8,765 individual cells.
• Full Charge: 3 hours • Full Charge: 3.5 hours
Car’s Colors

Lake Whisper Pearly White

solar Eclipse Sliver Lining Maze Garden

Red Delicious Victory London Fog

Dealership
Stationery System
Website
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Thank You