The global automotive market is shifting towards electrification, automation, and alternative power sources. This shift in the market leaves traditional car enthusiasts who value the sound, smell, and driving experience of a petrol car behind, feeling that their passion is being replaced with automated, self-driving and eco-friendly vehicles. Helios plans to connect with 30-55 year-old car enthusiasts who have negative or prejudicial feelings towards alternative-powered vehicles, as they feel their passion is being replaced.
The approach to this project was to create a brand that identifies and targets the pain points of the audience while igniting conversations around alternative power innovation in the performance and overall automotive market. Using the design thinking method, this project aimed to connect with the audience in a human-centred way, which would place the needs and passions of the driver/audience first during the design process. The project places the audience first to make key decisions when ideating and refining the brand strategy, identity and campaign strategy. Designs and strategies were given feedback from the target audience through user testing and then further refined to connect in a more engaging and impactful way. Case studies, competitor research and field reviews in the existing car market were used to inform design decisions alongside feedback from users. Field reviews have shown that the car market is increasing investment into electrification and sustainable fuels, and case studies into car brands such as Porsche, Aston Martin and Audi have shown that audiences in the space are not engaging that well with this rise in alternative vehicles due to a lack of information and knowledge on the cars/brands that occupy the current market.
The final work includes a full brand identity system for Helios Automotive. This brand identity outlines how to connect and engage with the targeted audience types whilst keeping brand consistency at all times. Final works for the project also include a campaign strategy for a conceptual release of the Helios Horizon sports car that plans to balance technical excellence with human emotion. The campaign includes creating anticipation and excitement using compelling storytelling and driver-centred designs in collateral mockup pictures and teaser videos, leading up to the global launch of the vehicle. This campaign aims to ignite excitement for alternative power, showing that it can still deliver the raw performance and the energy the audience craves.
In conclusion, this project positions Helios Automotive as an innovative leader in the automotive industry that uses traditional values to push future technologies that can replicate the passion of driving a traditional petrol car. Helios values confidence, driver-first thinking and a technical approach to connect and spark conversations among the target audience to change their perceptions of alternative powered vehicles and how they can be just as good as the petrol cars they are passionate about. The audience's key takeaway from the project is that alternative-powered cars can still spark the passion for driving in an ever-evolving & innovating car market.
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