Project Thumper
Project Thumper specializes in high-end, custom builds and intricate mods for vehicles. Recognizing the potential complexity of these projects and the ability to become overwhelming for both clients and team members, Project Thumper adopts an approach that emphasizes simplicity. The entire process is distilled into three key steps: Design - Build - Launch.
The Logo
The brand exploration process culminates in a logo that reverently nods to the owner's profound love of German cars and the project that sparked it all – a personalized powder blue 1984 VW Mark 1 Caddy.
The wordmark succinctly captures the intricately detailed, layered, and handcrafted approach baked into every project.
The wordmark succinctly captures the intricately detailed, layered, and handcrafted approach baked into every project.
The Foundation
Actualizing the brand begins with traditional stationery, shop signage and brand guidelines. Team member exclusive apparel is created to help set the foundation for future merchandise development before moving on to the digital ecosystem.
Digital Front Door
The client experience is priority one for the digital ecosystem. Social media and the website were established as primary touch points for Project Thumper in the early stages of development. In conjunction with the newsletter and eventual urban advertising, all platforms are integrated and developed with a singular architecture prioritizing a mobile-first approach, then wrapped in the brand color way. A tailored flow throughout the website matches the aesthetic of the social accounts and acts as an extension of the physical ecosystem, and vice versa.
The landing page acts as the digital front door of Project Thumper. The splash image features a photo of a flagship project and emphasizes the unique 3 step process. As events, new merch and campaigns are developed, this area can be anchored by additional imagery and video as needed.
A modular design provides the underlying layout for the website at large, to maximize flexibility as the brand grows. This functionality provides the freedom to leverage current points of emphasis and showcase timely priorities.
The landing page acts as the digital front door of Project Thumper. The splash image features a photo of a flagship project and emphasizes the unique 3 step process. As events, new merch and campaigns are developed, this area can be anchored by additional imagery and video as needed.
A modular design provides the underlying layout for the website at large, to maximize flexibility as the brand grows. This functionality provides the freedom to leverage current points of emphasis and showcase timely priorities.
Car Culture Social Media
Project Thumper prioritizes social media and their digital ecosystem as the primary touchpoint for consumers and potential clients. The brand's success is tied to the development of robust and transparent social media content.
TikTok takes a prominent role, leveraging short-form video to provide sneak peeks at ongoing projects, live looks at events and goes behind the scenes with the team members and their days in the shop.
YouTube serves as an extension of TikTok, offering long-form videos that dive into project details, showcase and recap large events and highlight the team members and their specialities. This also provides a space to emphasize specific products and sponsor collaborations.
Facebook and Instagram serve as crucial links to the local client base. Here users can connect one-to-one with a Project Thumper rep to help foster relationships within the community.
Digital ads, strategically crafted for Facebook, Instagram, sponsor and partner websites, feature a variety of calls to action. Traditional banner ads are a necessity, though not a priority for Project Thumper.
TikTok takes a prominent role, leveraging short-form video to provide sneak peeks at ongoing projects, live looks at events and goes behind the scenes with the team members and their days in the shop.
YouTube serves as an extension of TikTok, offering long-form videos that dive into project details, showcase and recap large events and highlight the team members and their specialities. This also provides a space to emphasize specific products and sponsor collaborations.
Facebook and Instagram serve as crucial links to the local client base. Here users can connect one-to-one with a Project Thumper rep to help foster relationships within the community.
Digital ads, strategically crafted for Facebook, Instagram, sponsor and partner websites, feature a variety of calls to action. Traditional banner ads are a necessity, though not a priority for Project Thumper.
Bend, don't Break
This phase of the process opens the brand aesthetic to more exploration and builds momentum for many of the long term goals. The brand rules are bent but not broken - embracing trends, and expanding the potential for future design choices. Here we establish a core soft goods section, wrap the vehicles, brand the workshop, create exclusive and limited release items and open the door to collaborative partnerships.
Urban Interaction
With the digital touch points prioritized for Project Thumper, emphasis is placed on creating action with print ads. Signage takes the main stage with strategic placement throughout the local area in within hot beds of car enthusiasts.
Statement images highlighting specialty projects that resonate with the car community are the anchor of each ad. The unique 3 step process is the fallback for the headline. These vary based on location, campaign or specific promotion. Subtle placement of a QR code invites the user to engage with the ad quickly and easily, driving them to a digital location to learn more.
Statement images highlighting specialty projects that resonate with the car community are the anchor of each ad. The unique 3 step process is the fallback for the headline. These vary based on location, campaign or specific promotion. Subtle placement of a QR code invites the user to engage with the ad quickly and easily, driving them to a digital location to learn more.
Show Off
Events are a mainstay in the car community. They help provide a tangible touch point for users and humanize the brand, making them a priority for Project Thumper. Depending on the size of the event, multiple reps from the team can be deployed along with a strategic plan of action to create engagement between the community and brand. Flexibility is key, as each event has its own parameters and target audience.
Developing a 3D mockup is a crucial step in creating a booth that will punctuate each event and marry print and digital campaigns. This initial step provides valuable insight in layout and spacing, explores possible solutions for video, print and signage materials and overall production costs.
A specific project serves as the anchor for the space during all events. Typically this is a vehicle that travels from event to event, leveraging the trip for digital content.
Developing a 3D mockup is a crucial step in creating a booth that will punctuate each event and marry print and digital campaigns. This initial step provides valuable insight in layout and spacing, explores possible solutions for video, print and signage materials and overall production costs.
A specific project serves as the anchor for the space during all events. Typically this is a vehicle that travels from event to event, leveraging the trip for digital content.
Data, Data, Data
Data collection is the name of the game. In order to learn more about the client base and community at large, a brief survey is developed to capture some basic info about users. The survey is designed to be as simple and painless as possible to encourage participation.
Giveaways and contests for free product or service is used as the call the action in this instance. As users participate in the survey, they provide no less than an email address that can be used to notify the participant if they win. This email is then added as a newsletter contact, to keep the user informed on upcoming events, new merch drops, projects and campaigns.
The additional information if provided, is used to learn more about the Project Thumper users and develop more targeted campaigns that better serve the community.
Giveaways and contests for free product or service is used as the call the action in this instance. As users participate in the survey, they provide no less than an email address that can be used to notify the participant if they win. This email is then added as a newsletter contact, to keep the user informed on upcoming events, new merch drops, projects and campaigns.
The additional information if provided, is used to learn more about the Project Thumper users and develop more targeted campaigns that better serve the community.
Free SWAG
Car shows, trade shows and activation events always have free SWAG. Project Thumper jumps on that bandwagon. Handouts are developed to encourage event goers to find the Project Thumper booth and participate in surveys to get limited edition gear.
Posters, apparel, pins, keychains, koozies, stickers and a wide array of exclusive items are produced for each event as giveaway incentives.
Posters, apparel, pins, keychains, koozies, stickers and a wide array of exclusive items are produced for each event as giveaway incentives.
