Objectives & Marketing Strategy

Create a consolidated Brand ID for American Force Wheels encompassing all existing product lines, as well as a brand roadmap to accommodate the introduction of future product lines. 

Overview:

American Force Wheels has grown quickly during the last few years, spawning new designs and entirely new product lines for a variety of vehicles. As a result, the brand’s identity has also changed. New types of customers are continually joining the mix. Beyond simply trucks, American Force now creates wheels for muscle cars, UTV’s and racing applications as well. The challenge is to redefine and reposition the brand to appeal to each of these different market segments and their respective dealers and customers.

Assignment:

Explore consolidating the various American Force Wheels brands (muscle, racing, UTV) under one consumer brand “American Force” to allow for the execution of the most economical and effective marketing strategy. Instead of developing and maintaining a variety of brands, logos and their associated brand touch points, including separate social media pages, brochures, websites and the like, Green Dot recommends exploring consolidation and developing a roadmap for how to continually introduce new product lines without additional complexity and unnecessary cost.

Additionally, Green Dot will review all existing brand touch points and standardize each application of the various branding elements and define future use by developing a formal brand guidelines document detailing the dos and don’ts of the American Force brand usage.

Green Dot will deliver several branding concepts, each consisting of 3-4 brand touch points.

1. Brand consolidation studies – logos & product lines
2. Website Home Page Design
3. Product Catalog Cover
4. Brand & product roadmap
5. American Force Branding Guide – 12 pages max.