PROJECT-REBRANDING BBDC

INTRODUCTION

!"#$%&""'(")*+,&"-,.*&'/+0+12&(31,/3&4""'(5&+6&7.8-,39&-,&")*+,&"-,.*:+6&.13&.;&,<3&,</33&2.03/1=31,&/38.==31939&9/+0+12&831,3/6&-0-+7->73&+1&?+12-@./3A&

B,&+6&36,->7+6<39&+1&CDEE&-19

""'(&+6&.13&.;&,<3&=.6,-90-1839&9/+0+12&831,3/6&+1&?.),<&F-6,&!6+-AG-1H&@3.@73&2.,&,.&*1.I&""'(&>38-)63&.;&+,6&7.8-,+.1&-19&8/39+>+7+,HA&

,<-,&<.)636&-&6@-8+.)6&8)6,.=3/&63/0+83&

8.)1,3/&-19&-&8-;3,3/+-A

?)//.)19+12&,<3&>)+79+12&I.)79&>3&""'(J6&03/H&.I1&8+/8)+,A&K+,<&,<3+/&+1L<.)63&03<+873&I./*6<.@:&,<3&03<+8736&-/3&I377&=-+1,-+139&-19&*3@,&+1&,+@L,.@&8.19+,+.1&;./&,/-+1+12&)6-23A

In Singapore, driving instructor has to be licensed to teach regardless to be a private instructor or in a school. As there are more than 10 driving centers available to obtain license, I separated the competitors into 2 categories, Government driving schools, and Private Driving School

COMPETITORS

BRAND DNA

BRAND BENEFIT •  Government

school

•  Friendly assistants & experienced instructors

•  Flexible courses

•  Its location

•  Efficient in completing courses to obtain license

BRAND DIFFERENCE

•  Its location

•  Flexible lessons

•  Highest passing rate at the lowest cost

BRAND CREDIBILITY

•  Established in the year of 1988

•  One of the most advanced driving centres in S.E.A

BRAND CHARACTER •  Old

•  Trustable

•  Established BRAND CATEGORY •  Life skill education

- Driving

*blue  text  refers  to  what  people  did  not  thought/knew  about  BBDC  

!"#!$%&#!##'(#)**)+&'"!&!(#

!"#!$%&#,,-./012/304/5122678/9134/13/304/:;<423/51=1>:4/?442/1@;78/304/;3049/A;@543635;92

6324:?/:6B4/?442/94?C7D678/596;9/E/0;C92/>4?;94/A17A4::678/304/:422;72F

,941B678/304/@=30/<043049/8;678/3;/596G134/2A0;;:2/62/>43349/;9/7;3F

H)**)+&'"!&I/JKL;23/54;5:4/194/1<194/3013/,,-./4M623/>4A1C24/;?/632/:;A136;7/17D/41974D/632/A94D6>6:63=/309;C80/<;9D/;?/@;C30F

H)**)+&'"!&I/JEL17=/54;5:4/<0;/D;/7;3/01G4/:6A4724/194/7;3/2C94/<0494/3;/8;

//PROBLEM 01 People has the impression that BBDC is old instead of established //PROBLEM 02 The customers have had problems/confusion when enrolling with BBDC even with friendly staffs and station for enquiry //PROBLEM 03 Information on the website is not organised. //PROBLEM 04 Their materials do have a common branding/layout. Comes in loose sheets and different sizes

PROJECT    OBJECTIVES  •  Rebrand BBDC as a service

orientated and result orientated driving centre so as to expand the current market base.

•  To communicate BBDC’s open house(events)

through ads + posters. The open house will showcase BBDC as a full fledge driving centre with the state of the art facilities

PROJECT STRATEGY

TARGET AUDIENCE

Primary target audience

18-25 Young adults No license Not sure where to get license

18-25 Young adults No license Tried to get license, but failed to get one

Secondary target audience

NEW Narrowing down the target audience to everyone to a smaller younger age group as there are more people from theis age group who haven’t got their license, which that there will be higher probability that they will go and apply lessons for driving.

Corporate colours

Supporting graphic colours

BRAND COLOURS

PRIMARY GRAPHIC

Targe;ng  to  younger  audience  not  forge>ng  the  older  audience  as  well,  The  logo  is  made  in  black  and  white  to  portray  a  more  classic  and  established  look.    Using  the  elements  that  usually  appear  only  in  driving  school,  the  driving  circuits,  the  nega;ve  spaces  made  up  an  overview  of  an  driving  circuit.  Meanwhile  the  logo  is  also  made  up  of  the  abbrevia;ons  of  BBDC.    

This is the brochure which contained the information for enrolment as well as the course itself. It is a brochure which is less than A3 size which could be folded into a pocket size. Info graphics are included for easy reading

$,,%"-$."/#8!/)0+

-49:;:6:8438<496196=8

+<>1?1:84@12@;1A

'924B?1968342?

.>18;9342?56;4984386>18:<>1?18;:8B5C4D68;9858A5C86>5685EEB;<596:8<5984@12@;1A

>4A86>18<4D2:18A42F:859784986>18:;718A;BB8G186>181924B?1968342?834286>1?8648

5EEBCHperforated

Enrolment form

Inspired by the idea of iPhone x Book which is an interactive kid’s storybook. Basically you insert your phone into this book like case and start the app. I wanted to make this app is so that students could actually remember their facts easier via games which further could help them pass the test and get their license faster. The content of the app will be updated bi-weekly if possible to allow them to learn more. Meanwhile ads could be added to publicize BBDC.  

These  are  the  banners  that  will  showcase  the  events  that  is  happening  during  the  open  house  which  could  be  done  once  or  twice  annually.    

Decal  for  the  shuEle  bus  which  offers  trips  from  the  MRT  sta;on  to  BBDC  

hEp://bbdc.businesscatalyst.com/  

E N D