You may have heard, the world has its eye on Detroit. And for good reason, the city is the epicenter of the automotive world. Each January, more than 700,000 attendees, over 6,000 international media from 63 countries and more than 37,000 industry insiders from 2,000 companies gather for one reason: The North American International Auto Show.
Known to many as "The Detroit Auto Show" or simply "The Auto Show", NAIAS is one of the world's top five international auto shows. Each year, the Detroit Auto Dealers Association (DADA) welcomes the world to watch as the leading automakers unveil their latest innovations. NAIAS pursues a vision of continually redefining what it means to be the auto industry's indispensable North American event.To achieve this goal, the Auto Show continually introduces bold new ways to enhance attendees' experience and deliver exceptional value to media, industry and the public.
Project TagsEvents, Content Management Systems (CMS), Mobile, Social Media
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.
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.
We had the pleasure of collaborating with other external partners who support NAIAS' efforts. The list includes:
NewsFlash and social media integration takes the NAIAS story to the streets.OFC designed and developed a templated HTML newsletter and alert system that allows NAIAS to reach its mailing list with the latest news and updates about the show. To reduce outside costs we trained NAIAS' internal staff on the use the system.
In addition, we integrated content from NAIAS' social media streams within the website, allowing internal teams and their PR parners to create reciprocal traffic flow among all outlets.