Forge is a student project with the objective of branding a performance car parts company that delivers pre assembled upgrade kits that are extensively tested and are to be considered bulletproof. Establishing a strong brand presence is crucial; the niche market this company is based in relies heavily in consumer loyalty and peer recommendation.
The solution was to create an identity that epitomizes durability with an aesthetic that includes a very limited colour palette and bold, sturdy typography and layout. Photography must continue this theme with drained colours and messy environments, but also must showcase subjects beautifully, indicating dedication behind the scenes.
Forge's logo is a heavy typeface with an exhaust gasket replacing the O. The type is meant to exude durability, while the gasket is a shape only those who are heavily involved with cars will recognize. Understanding the shape is almost a privilege; only those who are privy to tuner culture will know.
The stationery is completely devoid of colour, and continues the theme of durability and utility. The business card has contact info on the front, and on the back it has an oil health tester. Being something that a person that deals with engines regularly would want often, an oil health tester is an affordable feature that will give the target market a reason to keep the card on their person indefinitely.
These posters are meant to be giveaways at events Forge might sponsor. If they were covered in product advertisements, it would reduce the likelihood of people wanting to display them in public. By utilizing the Layar app, those who are interested in learning more about the featured Forge products would have a means to, while leaving the poster almost entirely ad free for the general public.
Because Forge’s primary customer base is international, a well built, intuitive website is important. The navigation is very simple, with a basic menu bar at the top, and a ‘vehicle selector’ bar at the bottom. This bar filters your options so you only see what’s available for your car. To draw the target market in through their love of cars, the home page features a background of a video from a tuner car meet with beautiful professional cinematography. A large section of the site is dedicated to customer feedback, as this is of utmost importance within this demographic.
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