Vespa rebranding

This project explores on the concept of “visibility” through designing a campaign for Vespa, a historically significant scooter brand in the Australian market. Through research, it is found that visibility of a brand is its social presence and the extent to what audience it reaches. When a brand has high visibility, the first step is for the targeted audience to know the brand exists. By increasing visibility in Vespa, I designed a campaign which is fun, lighthearted and youthful through bright colours and graphics, aiming to capture the hearts of the younger Australian market. Goals for this project: 1. Design a campaign for Vespa for young, trendy Australians aged 20-28 who drive Vespas as daily commute 2. Increase visibility in the brand Vespa Project date: June 2018 Project duration: 5 weeks Tools: Adobe photoshop and illustrator

While researching on Vespa's brand and values, I have created a persona for the campaign I'm designing for

The campaign I designed promotes the idea where Vespa travellers are able to express and identify themselves with their Vespa scooters.
I took the idea of “spirit animal”, where different scooter colour is represented with an animal.
Vespa users are then able to them choose their Vespas accordingly depending on the spirit animal they want to represent themselves with:

Promoting "visibility", I have designed phone cases, stickers and helmets so that the brand and campaign is visible to the public, gaining exposure to the brand

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