The company has been running successfully for five years and is now looking to freshen up the brand and create a clearer, stronger brand identity. The aim is to position Evision as the top player in the EV rental market in the UK and then in the EU.

Task: (1) Develop a clear brand strategy considering the three pillars of short rental (up to thirty days), long rentals (up to three years) and the sale of second-hand electric cars; (2) evolve the brand identity by sharpening the core elements and enhancing the brand touchpoints; and (3) guide and collaborate with the internal web development team to redesign the website.

Requirements: To tackle the project, Evison’s preference is an iterative, phased approach in close collaboration with its internal marketing team.

Proposal: Typically, the estimated investment for a project like this would be around the £20,000 mark. My estimated price for a comprehensive solution is £12,000 and for a compact option £9,500. All prices exclude VAT. for

Aaron Homes

Sales Engineer Office

Whitewall Centre Whitewall Road Strood Kent, ME2 4DZ

For questions please contact Stephan Hammes on 079 6619 5576 or mail@stephanhammes.com

The brand design process has five steps: conducting research → clarifying strategy → designing identity → creating touchpoints → managing assets. These steps are covered in the first two phases: discover + define, and design + develop. The third phase of brand building, deploy + drive which is the brand activation to build awareness and generate leads, is not part of the proposal. The preferred approach is to replace presentations with conversations. So, close collaboration in frequent short exchanges rather than a few presentations with ‘big’ reveals.

01 discover + define at £6,000

Value proposition, brand strategy and messaging

1. Hold a discovery session (Brand Sprint), an in-person workshop at Evison’s office to understand the business goal, the vision, values and purpose, as well as the customer journey and competition.
2. Define the value proposition based on the customer segmentation, their pain points and desired gains
3. Devise the brand platform (identity & positioning) based on differentiation and value proposition
4. Refine the essentials in remote follow-up sessions: core values, brand attributes, competitive advantage, brand strategy and the main touchpoints of the customer journey
5. Develop the brand story: central idea, unifying concept, key messages as well as tone of voice

The Brand Sprint is ideally held with three but not more than four key people, including the decision-maker and a person with direct client contact.

In a sprint, once a segment’s time is over, we move on to the next one, and anything unresolved will be picked up in remote follow-up sessions.

In ‘next steps’, we agree on the exact deliverables and a clear briefing for the second phase.

In the compact option, we only concentrate on the Brand Sprint (1.), the brand platform (3.) and brand story (5.) at £4,500.

02 design + develop at £6,000

Key brand assets and main touchpoints

1. Develop three design concepts to sharpen the core brand elements: symbol/mark, logotype, colour scheme, typography, and imagery
2. Create stylescapes* for each concept. These panoramic poster-like printouts give a flavour of the overall look and feel.
3. Discuss the three concepts in person to establish the preferred direction (as well as possible brand activation and brand awareness measures, i.e. phase 03 deploy + drive TBC)
4. Tweak and finalise the core brand elements of the selected route for sign-off
5. Apply the signed-off brand elements to the primary collateral and initial online presence
6. Redesign the website and guide the internal web development team to implement the refreshed brand identity
7. Create basic CI/CD guidelines to ensure consistent use throughout the company
8. Populate online solution (3rd party solution, TBC) to manage brand assets
9. Develop a photography concept for in-house car shoots to ensure a unique and consistent presentation of the vehicles
10. Propose ideas for the brand re-launch, e.g. brand book or launch event

*three stylescapes, for instance, as a conservative, evolutionary, and a revolutionary direction or more nuanced if only an exploration of one or two aspects is required, e.g. colour or typeface.

The compact option includes only brand and web design, i.e. step 1. to 6. at £5,000

03 deploy + drive at £TBC

Brand activation plan

1. Write communication plan to create brand awareness and drive lead generation using a lean marketing approach
2. Devise content platform and calendar for all relevant channels and set up analytics to provide monthly stats
3. Conduct audience research and build trials for multiple audiences based on user behaviour and trends
4. Design landing page allowing to incorporated pages that can be used hidden for campaigns such as A/B testing of messaging or offers
5. Plan and manage online advertising on relevant online platforms
6. Monitor social management and ads to ensure they are gaining traction
7. Create monthly reporting and insights

Assuming the internal marketing team would handle Phase 03, it is not included in the proposal. But Stephan would be happy to assist and advise during the brand activation phase. We can discuss that when we are clear on the design direction of the refreshed brand identity.

NB: The estimated prices for each phase include all research, strategic and creative work as well as project management. Creative writing, graphic design for online posts and ad creation, and ad spend are not included. Third-party costs such as travel, image licences or photography are extra and agreed upon beforehand. All prices exclude VAT.

Initial timing

The contribution to the last phase of the rebranding needs to be confirmed.

Successful Collaboration

For successful execution of the rebranding of Evision, open and trusting cooperation is crucial and required. That also means that all shared information and developed results are treated confidentially. Due to our close and regular collaboration, it is only necessary to document the essentials and not to create any further reporting. Any postponements or additional work will only take place after consultation.

“Stephan Hammes is all about clarity. To that, he adds a superb depth of perception. The two years we’ve worked together have been both a pleasure and an education. His thoughtful deconstruction of our ideas led us to an atomistic understanding of our offer, from which he built our brand. Through that, he shaped the company, represented by the striking and beautiful design he is known for. Always calm, always on the money, always on the company’s side by thinking on the customer’s side. You may think you know your company now, but the design confidence and message precision you’ll get from Stephan’s work is of a significantly higher order.” — Bill Brannigan, Entrepreneur

Stephan learnt his craft working primarily for the automotive sector (Mercedes-Benz, Smart, Toyota and SEAT ) and F1 (RedBull Racing, Scuderia Toro Rosso and VodafoneMcLaren). So, he is used to a rigorous design process, attention to detail and delivering high-quality. As creative director and designer holding an MBA from Imperial College, he handles projects independently and collaboratively from conception to execution for big brands and SMEs. Currently, he is also consulting start-ups on business models and branding. Experience on LinkedIn

Brand development overview