The challenge: Reengineer a brand from the chassis up:

1. Brand Identity

Update NAIAS' dated image with a new brand identity system while retaining the link to the heritage of the show. Create a logo that works well across a landscape of applications and media.

2. Website

Build the new NAIAS website to serve as the digital communications hub speaking to each of the show's diverse target audiences: media, industry, government, public and the charitable giving community. Additionally, ensure we leverage NAIAS' investment in existing data sources and integrate them into a new CMS.

3. Digital Communications

Help streamline the Show's print and digital communications vehicles to reduce costs and increase trackability.

Like so many great vehicles, it begins with a beautiful hood ornament.

The new brand identity leads the way.

As part of an overall brand strategy redo led by Applied Storytelling of Berkely, CA, OFC redesigned the NAIAS identity. After an extensive visual research project centered around the rich visual history of the automotive industry, OFC recommended updating the "flying woman" image that had been a part of the NAIAS identity for decades. The refreshed logo was re-envisioned in a more modern, sleeker form that worked well across multiple media outlets and applications. The result was an updated identity inspired by the legacy of over a century of automotive design.

The online Brand Resource Center serves as the manual for ensuring consistency.

To help NAIAS' internal marketing department manage quality across the myriad of vendors and partners we created an online brand center complete with guidelines and downloads. The topics covered include instructions for how to use the new NAIAS logo, colors, fonts, as well as, downloads vendors can use to create everything from event graphics to merchandising.

The new website is a crowd-pleaser.

The Show is comprised of multiple individual events, each with its own unique audiences and communications nuances. The new NAIAS website is a study in juggling the diverse requirements of many audiences including media, automakers and tier-one companies, local and federal government and the public. To ensure we're meeting the evolving expectations of their audiences, we continue to collaborate with NAIAS' internal content managers, as well as, key external strategy, PR and sponsorship partners.

We continue to work closely with The Henry Ford's internal teams and external partners to ensure OnInnovation.com meets the requirements of all and the visual brand would be properly executed across all media.

The reconfigured Mediaroom provides better tools to the press.
At the top of the list, the new website had to work smarter for media, the primary audience for the event. To this end, we oversaw the execution of PR Newswire's integrated mediaroom. The result is faster access to everything the media needs from travel info to event schedules to photos.

The new CMS dashboard makes good use of legacy systems.
Before making a recommendation on a specific CMS, we conducted an audit of NAIAS' existing data sources. The CMS solution we provided allows NAIAS to leverage existing disparate data structures associated with key management areas of the event. Additionally, OFC provides training and support to the multiple internal and external content managers who are responsible for individual data sources.

Bandwidth management avoids traffic jams and unnecessary cost pile ups.
In the weeks leading up to and during the show, website traffic spikes dramatically, reaching over 300,000 pageviews in a single day. Throughout the year, our technical team is responsible for monitoring bandwidth and increasing allotment as needed which ensures the NAIAS site accommodates the annual swell in traffic without incurring additional costs.

Because timing is critical to the media covering the event each year, our technical and design teams are on-call during the peak periods of the event to help with any needs that may arise.

Analytics reporting and consulting help plan the roadmap for future content updates and enhanced features.
We continue to provide stats reporting and consultation on a range of issues from NAIAS' data sources to the organization's use of social media outlets. We're also very active in the planning of future phase content and features updates.

We had the pleasure of collaborating with other external partners who support NAIAS' efforts. The list includes:

• Applied Storytelling, Brand Strategy
• The Fulkerson Group, Sponsorship Consultants
• John Bailey & Associates, Public Relations
• EMC PR, PR and Communications Consultants

NewsFlash and social media integration takes the NAIAS story to the streets.