Here are some excerpts for the brand standards manual provided to the client.
The logo was designed with very specific proportions in mind, guidelines for how to use and color it, how much breathing room to give it, and even a few approved photo inlays.
Nature invokes the optimism and environmental sustainability on which the brand is built.
Examples of and guidelines for what to and what not to do regarding composition were provided. Including a system for handling variable sizes and layouts with certain ads.
Extensive library of primary, secondary, and tertiary colors. As well as guidelines for how to use them and how to combine them.
And of course, stationery
Dinzo is a company of optimism, personability, accessibility, and sustainability. The problem is that showing of cars and saying that they're sustainable doesn't do enough convey the feeling that the brand should have.
It may seem counterintuitive for a car manufacturer, but considering environmental sustainability is at the core of their company, nature and natural beauty are exactly the associations we want to build.
The brand guidelines go into detail about how to express the brand in ads and other layouts. There are guidelines for where to place the logo, how much breathing room to give it, and even a small selection of photo inlays that can be effective without compromising the recognizability of the brand.
Guidelines are provided to the client for what photos to choose, whether they be nature focused or otherwise, as well as how to effectively apply the products made with those photos to the many different contexts where they will live.
Project Goals
The goal of this campaign is to instill the right emotions into Dinzo's brand.
Dinzo is built on the ideals of sustainability and travel accessibility. The brand is defined by personability, optimism, and inclusivity. The following ads are one solution to this problem.
Photo Selection
The photos were chosen carefully based on project goals. They represent a diverse group of optimistic young people - the target demographics of an electric car company.
These ads follow the brand guidelines also provided to the client. They also serve as examples for a brand safe use of the logo.
