McLaren RebrandBy: Marne Burghoffer and Troy McClenathan

1989 : 2015

Table Of ContentsTable Of Contents

1 . C l i e n t P ro f i l E

3 . C r ea t i v e B r i e f

5 . SWOT ana lys i s

7 . E x pand e d T arg e t Mar :

k e t

9 . Mood Boards

Table Of Contents

10 . Comp e t i t o r Ana lys i s

1 1 . S ty l e Gu i d e

1 2 . l ogo d e s i g n

1 3 . p r i n t ad

1 5 . m e d i a and

m erchand i s e

C l i e n t P ro f i l eMcLaren Automotive

About: We are a British Automotive manufacturer of high-performance vehicles. We have a reputation for having

some of the most stylish and soundly built cars in the world. We were established in 1989 and continue or legacy of

excellence to this day.

Mission, Vision, Goals: To build the world’s most beautiful automobiles, both inside and out. To sell

these automobiles to individuals who are tired of the same-old same-old Ford Mustangs and Chevy Challengers and

give them something that is inexplicably superior in every way.

Target Audience: Primarily 55-75 year old males with a steadily high income and a lot of spending money.

These men are usually gear heads and know that they are getting the highest quality and best performing car that is

legal to use on the streets. They have a flashy lifestyle and tend to pair their beautiful ride with an equally gorgeous

home, pool and trophy wife. They are loud. They are bold. They are hard not to notice, just like our McLaren vehicles.

The other, smaller niche, of an audience includes men ages 21-30 with high income, or that come from “old money”.

They may be described by women at their alma mater as the typical spoiled frat boy. They, like their older counter

parts, want attention. They want to be noticed. What is the best way to do this? To have a car that is louder than the

best party they’ve ever been to and faster than the aforementioned girls may describe their bedroom performance.

Nevertheless, these individuals are the primary buyers of McLaren Automotive, and for that we love them.

Industry: Automotive

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Strengths and Core Competencies: McLaren uses only the highest quality engines, trans-

missions and every other part you can imagine in our vehicles. The company has been profitable and is on track to

continue that way, despite the overwhelmingly competitive market. David Coulthard won the 2009 F1 championship

with a McLaren, which is just one of many awards and achievements the company has seen. McLaren has also won

New York Regions Best Projects, Best Government/Public Building Project at NYC Parks Beach Restoration Modulars

in November, 2014, Ward House Small Project of the Year Award and Engineer of the Year in May, 2014. Other awards

like these have been prevalent throughout the years the company has been around. These display how McLaren

stands out from other high-performance car companies.

Products/Services:

• McLaren P1

• 675T

• 650S Spider

• 650S Coupe

• 570S

*McLaren also deals with formula one racing vehicles, however our campaign focuses on the street-legal market.

Feel like a race car driver and enjoy your first visit to a McClaren-certified auto center for free and varying discounts

later on. From oil changes to brake checks McLaren has go you covered.

Tone/Current Design Style Used: Current design style is sleek and sophisticated with bold

stimulating undertones. McLaren orange is utilized, but not as much as we would like. Yellow and red are other big

colors, and black is often used as a background color with white as a font. A lot of high quality pictures of the cars are

prevalent, which makes sense because the automobiles are very striking and wallet inspiring.

Niche: Luxury vehicles.

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C r e a t i v e B r i e fProject: McLaren Automotive Rebranding

By: McClenaBurgh Designs

Background Overview: McLaren automotive has traditionally been known for its outstanding and flashy cars, but recently the company has tried to focus on the scientific side of the cars’ designs. They even went so far a to rename part of their company “McLaren Tech-nologies”. We want to get back to the classic approach and tell the world about how amazing our automobiles are, which includes the technology put into them, but also the raw power that

comes with a McLaren.

Unique Selling Point: McLaren has a tradition of producing record breaking cars for both formula one and the street legal market. We want to emphasize on how McLaren’s are

truly a cut above the rest, and that we have the awards to prove it.

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Objective/Purpose/Goals: Our goal is to focus on the original selling point of McLaren cars, which is their impressive designs and features, both inside and out. In doing this, we hope to sway buyers (the upper class) from our competitors and make them see McLaren as the only option for their choice automobile. We also want to get to the root of the McLaren company and by doing so, make our target audience nostalgic for the raw power and quality that McLaren provides.

Target Audience (same as Client Profile target audience): Primarily 55-75 year old males with a steadily high income and a lot of spending money. These men are usually gear heads and know that they are getting the highest quality and best performing car that is legal to use on the streets. They have a flashy lifestyle and tend to pair their beautiful ride with an equally gorgeous home, pool and trophy wife. They are loud. They are bold. They are hard not to notice, just like our McLaren vehicles. The other, smaller niche, of an audience includes men ages 21-30 with high income, or that come from “old money”. They may be described by women at their alma mater as the typical spoiled frat boy. They, like their older counter parts, want attention. They want to be noticed. What is the best way to do this? To have a car that is louder than the best party they’ve ever been to and faster than the aforementioned girls may describe their bedroom performance. Nevertheless, these individuals are the primary buyers of McLaren Automotive, and for that we love them.

Visual Appearance: McLaren Orange will be a big part of our design. The un-dertones will include black, gun metal grey and white. We also want to have a classic feel to promote the aforementioned nostalgia in buyers. Our campaign will feature many images of our cars, as this is a main buying to begin with. These shots will vary from wide shots to close ups of specific features that our audience will find attractive. It will balance an aggressive and sleek style, which will typically appeal to a male audience.

Taglines: • If you could read a sound, you’d buy this car right now.• Better than a trophy wife. • A no return policy. • Start your engines. • You’ll make your decision in 2.8 seconds • Excellence in 2.8 seconds.

Call to Action: BUY OUR CARS!

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S t r e n g t h s• Product Differentiation• • Competitively priced vehicles in all supercar

brackets

• Large profit-margins, especially compared to

mass-marketed vehicles

O p p o r t u n i t i e s• Enter the electric vehicle market• • Have all sub-$500k road-going vehicles as hybrids.

• Use a single-speed gearbox for all hybrids for better

performance.

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W E a k n e s s e s

• Limited target market

• Limited budget for research and development•

• Limited infrastructure to expand into different •

• vehicle types

T h r e a t s• High competition from Lamborghini, Ferrari, Aston

Martin, etc.

• Government regulations•

• Advancement in technology could deter buyers who

want the raw experience of past McLarens.

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Extended Target Audience# 1 L E OA g e : 7 0

G e n d e r : M a l e

L o c a t i o n : M i a m i , F L

I n c o m e L e v e l : $ 5 0 0 , 0 0 0

S o c i a l C l a s s : U p p e r

O c c u p a t i o n : B r a i n

S u r g e o n

E d u c a t i o n : D o c t o r a t e

Marital Status: Single – “Hey ladies, look at me in my sweet ride!”Hobbies: Skydiving, golfing and speedboat racingMini bio: Leo is a man who enjoys the simple things in life… like a 3.8 litre twin-turbo V8 engine under the hood of his everyday car. He lives a lavish lifestyle and wouldn’t change it for anything. Whose happy if they’re not flashy, right? Right. At least in the eyes of Leo. He moved to Miami to take a job with some pretty nice perks and an okay half-a-million-dollar salary. The warm weather calls for a nice convertible, so he will invest in a humble 650 Spider.7

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Age: 21Gender: MaleLocation: Los Angeles Income: Daddy’s seemingly unlimited trust fund Social Class: UpperOccupation: Student (He also lists “Getting’ biddies under part-time employment)Education: Current student with an undecided major at UCLAMarital Status: Single; Hit me up at 1-800-B-A-L-L-I-NHobbies: Base jumping, partying, getting his pump on and partying moreMini Bio: Edwin was born with a silver spoon in his mouth and has had everything handed to him on a matching silver platter. For this reason, at his enormous sweet 16 party, in which his parents rented out an entire nightclub by the name of Exchange LA and invited over 500 guests, they revealed a brand new bright orange 570S for his first car. Although most normal teenagers get a 20-year-old beat up hand-me-down car and still treat it like gold, Edwin has taken an interest in street racing with his car and has burned quite a few holes in the interior with what we’ll just say wasn’t a cigarette.

# 2 E d w i n

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Mood BoardsI

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Compet itor AnalysisWhat is everyone else doing? What are some current trends in your market? How is everyone else doing it? Etc? If your brand is Nike you would want to know what Adidas or Reebok is doing.

McLaren’s main competitors include:• Lamborghini• Ferrari• Porsche• Maserati• Aston Martin• Koenigsegg• Pagani• Bugatti

The majority of these supercar manufacturers have a similar struc-ture for their vehicles, which consist of a track-only version of their highest performing car, the street-legal version, followed by sub-models that decrease in price from approx. $1 million - $200k. What separates McLaren is how they have not followed the trends of Ferrari and Lamborghini by making most their vehicles all-wheel drive and still have outdated transmissions. McLaren is keeping on the forefront of technology, allowing their drivers to control 100% of the car, instead of having endless driver aids such as other supercars. Current trends are to make supercars as technological-ly advanced as possible as well as make them accessible to the masses who can afford it, both with availability and ease of use. Competitors are attaining high ROI’s, around 10-15% compared to mass-marketed auto manufacturers who only make around 3-4%. Also, production volume is growing as well for the majority of supercar manufacturers.

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Style Guide

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Color Palette:

FF7B08 255, 123, 8 HEX RGB

0, 99, 100, 0CMYK

McLaren Orange(Summer Tango)

Gunmetal Grey Paper White

292E37 41,46,55HEX RGB

0, 0, 0, 85CMYK

fbfbf8 255, 123, 8 HEX RGB

0, 0, 0, 0CMYK

Type Face:

Wrestlemania

abcdefghijklmnopqrstuvwxyz

0123456789

Helveticaabcdefghijklmnopqrstuvwxyz0123456789Helvetica (Bold)abcdefghijklmnopqrstuvwxyz0123456789Helvetica (Bold Oblique)abcdefghijklmnopqrstuvwxyz0123456789

Bauhaus 93abcdefghijklmnopqrstuvwxyz

0123456789

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Logo Des ign

McLaren

McLaren

P r i n t A d :

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Back to the FutureTake a seat in your personal time machine.

YOu're a right-foot away from turning the

world underneath you.

Welcome to the reimagined...

www.McLaren.com

Merchand i s e

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McLaren

McLaren

Contact Information

Marne BurghofferMarneburghs@yahoo.com(201) 638-1421

Troy McClenathanTMcClenathan363@Flagler.edu(555) 654-3210

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Thanks for stalling your engines

to check out our

McLaren

design!

Thanks for stalling your engines

to check out our

McLaren

design!

This has been a McLenaBurg Design

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