Team Members:

Marcelina Ward Account Planner

Nisara Kittisangvara Account Planner

Pei-Yun (Iris) Lai Art Director

Raza Durrani Art Director

Zachary Browne Copywriter

Happiness is not a destination. It is a method of life.
~ Burton Hills
 Our Story
Gregory Fields grew up like any other
typical boy in the 60’s. He started out
playing with Hot Wheels, then moved on
to a bicycle, and finally at 16 got behind
the wheel of his first car. He had a passion
for the road and knew it was his destiny to
work with cars as a career one day.
Gregory’s dream would later come true
when he was offered a position with
Toyota. He quickly progressed in the
company and worked on many successful
projects, one of which was Toyota’s hybrid
series, the Prius. He was an integral part
of the team responsible for the core idea
behind the Prius. However, Gregory didn’t
stop there. He constantly came up with
new ideas to improve the hybrid, knowing
that it had the potential to change the car
industry.
Discussions focusing on the problems
with automotive transportation and ideas
on how to solve them were everyday
occurrences with Gregory and his wife.
01 | Sparc
One of their many conversations dealt
with how driving used to make them feel
in their youth compared to the hassle of
driving today. They were determined on
finding a way to get that feeling back, and
then one day it dawned on them, electric.
Electric cars were already in the market, but
they were either extremely expensive or
extremely inconvenient. Gregory dreamt
of an electric car that was affordable and
gave you enough miles per charge that
you wouldn’t even realize it needed to be
charged. He pitched the idea to Toyota, but
they felt the timing wasn’t right. Gregory
respectfully disagreed, and wanted to jump
on this idea before anyone else did. In
2004, Gregory left Toyota. With his years
of experience, knowledge, and contacts
within the industry, he set out to begin
the development of this new generation
of automobiles. Five years later, Sparc was
born.
Sparc is a progressive, affordable, stress
free, environment friendly car. A car made
to take your mind off the stress of everyday
driving, and remind you of a simpler time,
when driving wasn’t just commuting, it was
joyriding.
Sparc | 02
 The Joy of Driving

Remember a time when driving was more than just going from A to B. When it was more Sparc is the only car that brings you back to that time in your life when all that mattered
about experiencing life and escaping the stress of your everyday routine. Before skyrocketing was driving. Distance and destination were insignificant, it was all about the drive. With Sparc
gas prices and never-ending traffic, driving was a pleasure, not a hassle. Sparc is reconnecting comes a unique nostalgic experience, in a time when you thought it had been lost. Get in
you to that joyful experience. touch with your inner driver and regain the joy of driving.

03 | Sparc Sparc | 04
 Target Audience

Male / Female 30-55 years old

What We Know About Them:

• Concerned with saving money

• Family oriented
• Value quality and practicality
• Everyday, working people (9 to 5)
• Environmentally conscious
• Prefer functionality over design
• Like the idea of innovation and technology,
but feel it’s missing emotional value

05 | Sparc Sparc | 06
 Brand Position

Sparc offers high quality, affordable, innovative automobiles. They highlight the individual
driving experience, and the pleasure it brings. What sets Sparc apart from it’s competitors
is the personal attachment the driver forms with the brand.

Driving a Sparc car evokes a type of joy and nostalgia that no other car can. It has the
reliability of a Honda, the comfort of a Lexus, and the social impact of a Prius. However,
Sparc is its own one of a kind experience.

07 | Sparc Sparc | 08
 Brand Qualities

Sparc’s Personality:

• Thoughtful
• Authentic
• Optimistic
• Genuine
• Innovative
• Sensible
• Light-hearted
• Free spirited

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 Color Palette

Sparc is a very warm and comfortable brand. Therefore, our color palette must emanate
those feelings.The brand colors are inviting and relaxing.This puts the consumer at ease and
allows them to fully enjoy the Sparc experience.

11 | Sparc Sparc | 12
 Logo

Road: connects the

consumer with the
road; it is specifically
angled to the left to Star: signifies the spark of
serve as a reminder emotions that are associated
of the joy of driving with the brand and driving
and to bring back past
driving memories
Color: the sepia tone
demonstrates the sense of
Shield: gives the overall nostalgia a person feels when
feel of a automotive connecting with the brand
company, but at the
same time pronounces a
simplistic, yet joyful feeling
towards driving

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 Logo Usage

15 | Sparc Sparc | 16
 Do’s

17 | Sparc Sparc | 18
 Don’ts

19 | Sparc Sparc | 20
 Tagline

Simply Joyride

Changing the idea of driving from commuting to joyriding.

Stress free, relaxing, fun, enjoyable driving.

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 Tone

Conversational, Simple

Attitude

Optimistic, Inviting, Calm, Relaxed

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 Typography

Zekton Sparc is about pushing boundaries and

finding ways to make life better. Our
ABCDEFGHIJKLMNOPQRSTUVWXYZ fonts are meant to give the feeling of
abcdefghijklmnopqrstuvwxyz sophistication and innovation. They show
1234567890 that we are moving into the future, but
without that typical futuristic sentiment.
The fonts are simplistic, yet powerful to
GreyscaleBasic illustrate the stance we take towards life
and how we strive to find creative ways to
ABCDEFGHIJKLMNOPQRSTUVWXYZ bring ourselves back to simpler times.
abcdefghijklmnopqrstuvwxyz
1234567890

Gill Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

25 | Sparc Sparc | 26
 The Open Road

A winding road surrounded by the beauty of nature, the sound of

music filling your ears, the wind blowing against your face. This is
what real driving is truly about. Forget the gas station, forget the
traffic, and forget the stress that you used to associate with driving.
Sparc appeals to all of your senses and lets you focus simply on
the ride. The open road is waiting for you...

The Open Road is endless, optimistic, forgiving, inspirational,

patient, loyal, passionate, inviting, spiritual, romantic, motivating,
deserving, comforting, and adventurous.

27 | Sparc Sparc | 28
 Car Models

Mentum Mentum SE

• Style: 4-door, front-wheel drive sedan • Style: 2-door, rear-wheel drive sport coupe
• Seating Capacity: five • Seating Capacity: four
• Acceleration: 0 to 60 mph in 6.5 seconds • Acceleration: 0 to 60 mph in 3.5 seconds
• Top Speed: 95 mph • Top Speed: 115 mph
• Range: 500 miles • Range: 500 miles
• Expected Battery Life: Eight years or 150,000 miles • Expected Battery Life: Six years or 110,000 miles
• Battery: Custom microprocessor-controlled lithium-ion battery • Battery: Custom microprocessor-controlled lithium-ion battery
• Charge Time: 3 hours • Charge Time: 3.5 hours
29 | Sparc Sparc | 30
 The Extras

Music
• BOSE Speaker System
• Pandora Radio
• iPod Ready

Safety
• Plastic Dent Proof Exterior Material
• 360 Airbag Coverage
• Dual ABS (Anti-Lock Brake System)

Comfort / Functionality
• Personalized Seat Position/Firmness
(according to height and weight)

• Auto Tinting Windows

(depending on amount of sun reflecting
off glass)

• GPS (Global Positioning System)

(with traffic monitor)

31 | Sparc Sparc | 32
 Car Colors
Solar Eclipse
An otherwise common color made
fascinatingly rare. Black from afar, but
when closely examined you can feel
the warm glow of the sun trying to
shine past the dark cover of the moon.
33 | Sparc
Victory
Nothing shines brighter than gold. Ride
down the streets with pride and honor
as if you have just won the big game
and are showing off your new, shiny
gold medal.
Silver Lining
Every cloud has a silver lining, well
here’s yours. Enjoy the better parts of
life.
Maze Garden
A winding path of trees and flowers
provides the best landscape for the
perfect getaway. Lose yourself in the
beauty of your surroundings.
Sparc | 34
 Car Colors (continued)
Lake Whisper
Serene feelings of floating on a lake
bring about a sense of tranquility, just
like driving down an open road where
you can let all your worries pass you
by.
35 | Sparc
Pearly White
Who doesn’t love to show off a bright,
white smile? Now you can dazzle other
drivers with your brilliant, new car.
Red Delicious
As instantly desirable as that one shiny
apple hanging off the branch that’s too
high to be picked, you too will attract
the attention of others.
London Fog
As mysterious and intriguing as real
fog, draw other drivers into a trance as
they take in the charisma of your car.
Sparc | 36
 The Dealership

Sparc cars are unlike any other on the Customer Service

road. Therefore, they cannot be sold The Sparc sales team is there for you, and
like any other car. To give the potential you only. Because their salaries are not
customer a true feeling of choosing commission based, there is no unneeded
a unique vehicle, Sparc has created a pressure, or shady business transactions.
unique dealership. They are there to help you with any
additional questions, financing plans, and
Location maybe an additional laugh or two.
Sparc dealerships are located in non-
traditional dealership areas where the
environment is scenic and relaxing. Never
will you find a Sparc Dealership within a
strip of other car dealerships.

37 | Sparc Sparc | 38
 The Dealership (continued)
Architectural Design
The last thing we want to do is make
the consumer feel crowded and
overwhelmed. Therefore, the dealership’s
design is very open and spacious. The
building is two-stories, with the garage on
the first floor and the showroom on the
second floor. The showroom is divided
into two sections, the model showcase
and purchasing offices. A 360-degree full
panoramic window around the show
room makes the consumer feel as though
they are floating stress free among the
clouds.
39 | Sparc
Office
The Vibe
The Sparc showroom is unlike any other.
It truly allows the consumer to examine
and explore their potential vehicle
without a commission hungry salesmen
breathing down their neck. In fact, there
are no salesmen at all in our showrooms.
Sparc completely separates the business
of buying a new car from the pleasure
of the new car experience. Everything
a consumer may need from a salesman,
including requesting a test drive, can all be
accessed from the information computer
located next to each model. We want the
consumer to relax and explore this car
as though they are researching it from
their home computer, except here they
can physically touch it. Showroom
Sparc | 40
 Stationery System

The Sparc Business Card is a non-traditional card, which specifically represents the attitude of The Sparc Letterhead and Envelope are the formal means of communication with consumers
the company. We are not your ordinary car company, therefore, we want to show ourselves and for all other business transactions. However, it still incorporates the fun, carefree attitude
differently. The business card is not a flat, generic card, but one that the consumer must open, of the car, but with more sophistication through the use of the open road watermark.
to symbolize the opening of a new and better world of driving.

41 | Sparc Sparc | 42
 Stationery System (continued)
The Brochure is designed specifically to evoke feelings of joy and nostalgia through the use
of vibrant imagery. It is paired with details about Sparc and what the company is about. It
incorporates simple language that invites the consumer to visit the website or dealership so
that the they can further explore Sparc and how it can change their perception of driving.
43 | Sparc
The Sparc Postcard incorporates the nostalgic imagery and positive emotions that are
associated with the experience of driving a Sparc car. It will be used as a friendly reminder
to consumers that their cars are due for regular maintenance, but can also be used as an
informal way to simply keep in touch. Sparc wants the consumers to feel appreciated and to
remember that they are part of a special community of drivers.
Sparc | 44
 Sparc.com

Print

Sparc’s “Enjoy the Drive” campaign uses simple, yet evocative imagery paired with clever
copy to emotionally connect with the viewer and remind them of the joy of the open road.

The copy is made small on purpose and is not found in the forefront because the images
should be the first point of contact and the focus of the ads.The selected images immediately
put the viewer on the road and reminds them of how pleasing it is to joyride. After imagining
themselves on the actual road, the copy is the second point of contact and works alongside
the image to further put the viewer in a joyful state of mind.

Copy:
Let the road take you.

Tagline: Simply Joyride

45 | Sparc Sparc | 46
 Sparc.com Sparc.com

Copy: Copy:
Ignore you inhibitions. Bliss.

Tagline: Simply Joyride Tagline: Simply Joyride

47 | Sparc Sparc | 48
 Ambient
This double layered ambient ad shows commuters how much more peaceful a
ride in a Sparc car is than a crowded city train. The ad is made up of two separate
sections. The first contains the side mirror image, copy, logo, and tagline, which are
all stickers placed on the train window. The other section is a landscape mural
placed on the subway tunnel wall and is lit up by ground lights. When the train
passes though the tunnel it gives the riders the impression of taking a relaxing car
ride.

The copy reads “Enjoy your commute”and is paired with the tagline “Simply Joyride.”

49 | Sparc Sparc | 50
 Web Banner

Frame 1 Frame 2 Frame 5: You drive down the road and run into Frame 6
the Sparc logo.

Frame 3: As you scroll over the web banner your Frame 4: You can switch the direction of the road Frame 7: Tagline “Simply Joyride.” A link then
mouse icon becomes your “car.” by moving your mouse. appears and allows you to go directly to the Sparc
website.
51 | Sparc Sparc | 52
 Sparc Online
The opening animation screens.

Sparc online makes the experience of

visiting a car website come to life. The
information on the site is very clear and
accessible. Bright colors and simplistic
design elements make the site very
inviting and user friendly. Everything is
broken down into layman’s terms, which
means there is no confusing car jargon. Frame 1
Everything is communicated as though
you are talking to a friend.

Frame 2

Frame 2
53 | Sparc Sparc | 54
And in the end, it’s not the years in your life that count.
It’s the life in your years.
~ Abraham Lincoln
Thank You.

Special Thanks To:

Herman Francisco Delos Santos
Transportation Designer

Tom Matano
Executive Director of Industrial Design
Academy of Art University
The Joy of Driving