BRANDING
THROUGH
DESIGN
THINKING
Creating a new brand is an exciting journey into the unknown, collecting meaning, symbols, and crafting a story that will resonate with
people's hearts and self-identity.
Together, we will create something truly unique. The story we will write. The shapes and designs we'll create will embody the core, personality, and fundamental beliefs that brought this brand to life. Acting as a clear and powerful statement of its essential purpose.
Here is a step-by-step guide of the road we will take together.
RBO
BRANDING STRATEGY
Project Timeline
Phase
1
Phase
2
Phase
3
Phase
4
Phase
5
Phase
6
Phase
7
CORE
-
Audience
-
Story
-
Persona
-
Product
NAME
-
Naming Journey
-
Name Definition
VISUAL IDENTITY
-
Logo
-
Visual Identity System
-
Basic Stationary
BRANDBOOK AND FILES
-
Brandbook
-
Brandguide
-
File Directory
DIGITAL PRESENCE
-
Website
-
Social Media
-
Mail Marketing Tool
-
Lead Manegement Tool
TRADE MARK REGISTRATION
-
Registration Process
-
TM's Documentation
MARKETING STRATEGY
-
Channel Definition
-
Starting Campaing
-
Debriefing
Status Tack
To be started
In progress
On hold
Waiting for approval
Cancelled
Complete
Phase 1
CORE
Let’s dive in and uncover the values and aspirations of this brand-new brand!
The essential elements are the building blocks of its personality. What’s its sense of purpose, and what values drive it forward?
1.1 - Understanding the Audience
Who was this brand created for? Who will it serve?
It's important to know the audience's dreams, pain, and challenges. What is their motivation, and what shared values and vision exist among them?
Understanding the audience is mapping the territory of values that will define the connection.
​
1.2 - Write the Story
Once upon a time, there was a group of people in distress, afflicted by a situation. This brand heard the calling, embraced the mission, and went on a journey to rescue these dreams from danger… Why? That's the major question. We define the brand's origin story and narrative structure—the core conflict, the mission it embraces, and the 'why' that drives its essential purpose for the audience.
​
1.3 - Create the Persona
If this brand were a person, how would it look like? What would it dress? What would be its voice? What music would it like to hear?
The calling only reflects the characteristics that have always been there. The personality of the brand is the basis of the story it tells, and it is shaped by its beliefs and values. Here is where the big WHY for answering the calling is defined, because it is a matter of character.
​
1.4 - Product Substrata
What comes out of this story? Way before the first version of a product is launched for beta testers, we have to understand in very refined and simple terms what immaterial value will be proposed. What is the name of the solution that will be delivered?
DELIVERABLES
• Brand Journey Report
A PDF Document containing the results of this creative process to be regarded and used as the foundation of a new brand.
Phase 2
NAME
To find a perfect name is a journey through an unknown land full of concepts and symbols.
2.1 - Naming Journey
Now that we know who we are talking about, it's time to define the name. The name should reflect the persona. It could be descriptive, fantastic, elusive, technical, or totally creative.
The sound, the visual appeal of the word, and all the sensations evoked when this word is pronounced have to be taken into consideration to properly introduce this brand to the world.
2.2 - Definition
A refinement of all the possibilities to a single option
DELIVERABLES
• Name Report
A PDF Document about the name and how it was defined
Phase 3
VISUAL IDENTITY
The visual representation of the new brand.
3.1 - Semantic Board
A board full of references, symbols, and visual cues will be created to guide the process of finding the visual language for the brand
​
3.2 - Logo
Reflecting the story and the name of this new brand is somehow telling a visual story to be read in a single glance. The typography, the visual weight, the colors, the signs, and the movements have to be precisely designed to be effective.
3.3 - Visual Identity System
All the elements, colors, and arrangements act like the brand's world, an ambiance in which the logo feels like home and welcomes its guests, clearly stating the message of its life.
3.4 - Basic Stationary
Business cards, invoice models, signage, car wrapping, and all the necessary elements that will carry the brand to the audience.
​
3.5 - Vehicle Wrapping
A digital mock will be provided as a visual reference for vehicle wrapping, with files appropriately formatted for use the signage company.
DELIVERABLES
• Logo Report
A PDF presentation containing the semantic board, the main logo proposition, and the visual identity system composed of digital mockups of the brand in different applications
Phase 4
BRAND BOOK AND FILES
The conclusion of the brand journey
4.1 - Brandbook
The journey until this point will result in a digital book, telling the whole story so far and summarising the key points.
​
4.2 - Brand Guide
A quick guide with do's and don'ts on how to use the logo and its elements properly, the color palette and its definitions, and different media, HEX, RGB, CMYK… It is a document that will accompany the logo files folder, so that anyone who needs to manipulate the logo will be well-instructed, preserving the brand's visual identity and integrity.
​
4.3 - Files
All versions for all media and different file extensions are organized in a comprehensive folder hierarchy: Light background, dark background, color, monochromatic, and so on, in vectorial and bitmap extensions like AI, PDF, EPS, PNG, JPG…
DELIVERABLES
• Brandbook
​
A PDF document to be kept and regarded as a brand constitution, with the whole journey written in a comprehensive language.
​​​
• Fast Brandguide
A quick usage guide to accompany the logo files.
​​
• Files
A directory containing all files of the logo and visual system elements and fonts, organized by file extensions. Exemple:
​
.AI
LOGO
Color
Light Background
A Primary
B Horizontal
C Vertical
D Square
D Type only
Dark Background
A Primary
(...)
Grayscale
Light Background
Dark Background
Monocrhomatic
Light Background
Dark Background
​
(...)
Phase 5
DIGITAL PRESENCE
Defining the tools and platforms to establish a strong digital presence
5.1 - Website
A website is the home of the brand. This is the digital HQ from which all campaigns will be launched, containing the suggested pages:
HOME
This features a brief introduction to the platform, the company, and how it works.
HOW IT WORKS
Featuring a more comprehensive explanation of the services provided, and a "join now" form.
ABOUT
Containing a brief presentation of the company​
​
CONTACT
Featuring a contact form.
​
5.2 - Social Media Profiles
Creating official profiles on the most relevant social media platforms.
​
5.3 - Mail Marketing Tool
In addition to social media, tools like Mailchimp have to be set up to enhance the reach of future campaigns.
​
5.4 - Lead Management Tool
Set up a profile in a lead management tool to collect and process the results of future campaigns.
DELIVERABLES
• Published Website
​
Website created and published using a preferred platform to be decided.
​​​​
• Social media accounts
​
Profile creation and set up on the social media platforms to be decided.
​​​
• Mail marketing tool account set up
​
Account on a mail marketing tool of choice
​​​
• Lead management tool account set up
​
Account on a mail marketing tool of choice
Phase 6
BRAND TRADEMARK
REGISTRATION
Legal brand protection
6.1 - Trade Mark Registration
We prepare all necessary documentation, conduct preliminary similarity searches, and manage the administrative filing process with the relevant government agencies, ensuring the correct brand assets and usage descriptions are provided.
DELIVERABLES
• Registered Trade Mark Documentation
Official documentation of the submitted application and, upon acceptance, the certificate of registration.
• Documents of the Registered Brand
All necessary paperwork for the brand's legal file.
Phase 7
MARKETING STRATEGY
(Bullseye Framework)
A launching strategy
7.1 - Identifying the Channels
Brainstorming and collecting all possible channels to reach the intended audience.
7.2 - Refining the Findings
Refining the search and selecting the most promising channels.
7.3 - "Hello World" Testing Campaign
Plan and launch a first introduction campaign, collect the results, and leads.
7.4 - Campaign Debriefing
Elaborate on an analysis of the results of the first testing campaign to elaborate on a second campaign.
DELIVERABLES
• Channel report
• PDF document containing a list of channels to be explored
​​​​
• Campaign execution
​
• PDF document containing a list of channels to be explored
​​​
• Campaign report
​
• PDF document containing a report of the campaign feedback and all the leads collected in it.
BRANDING JOURNEY
PACKAGES
Phase 1 | CORE
1.1 - Understanding the Audience
1.2 - Write the Story
1.3 - Create the Persona
1.4 - Product
DELIVERABLES
• Brand Report
​
ESTIMATED DELIVERY TIME
BASIC
✓
✓
✓
✓
​
​
✓
​
10 Days
INTERMEDIARY
✓
✓
✓
✓
​
​
✓
​
10 Days
ADVANCED
✓
✓
✓
✓
​
​
✓
​
10 Days
Phase 2 | NAMING STRATEGY
2.1 - Naming Journey
2.2 - Definition
DELIVERABLES
• Name Report
​
ESTIMATED DELIVERY TIME
​
✓
✓
​
​​✓
​
5 Days
​
✓
✓
​
​​✓
​
5 Days
​
✓
✓
​
​​✓
​
5 Days
Phase 3 | VISUAL IDENTITY
3.1 - Semantic Board
3.2 - Logo
3.3 - Visual Identity System
3.4 - Basic Stationary
3.5 - Vehicle Wrapping File
​
DELIVERABLES
• Logo Report
​
ESTIMATED DELIVERY TIME
✓
✓
✓
​X​
​X
​
​
​​✓
​
10 Days
​
✓
✓
✓
✓
✓
​
​
​​✓
​
16 Days
​
✓
✓
✓
✓
✓
​
​
​​✓
​
16 Days
Phase 4 | BRAND BOOK AND FILES
4.1 - Brandbook
4.2 - Brand Guide
4.3 - Files
​
DELIVERABLES
• Brandbook
• Fast Brandguide
• Multiple Digital Files
​
ESTIMATED DELIVERY TIME
​X
✓
✓
​​
​
​X
​​✓
​​✓
​
6 Days
✓
✓
✓
✓
​
​
​​✓
​​✓
​
8 Days
✓
✓
✓
✓
​
​​✓
​​✓
​​✓
​
8 Days
Phase 5 | BRAND TRADEMARK REGISTRATION
5.1 - Trade Mark Registration Consultance
DELIVERABLES
• Register Documentation
​
ESTIMATED DELIVERY TIME
​
​
X
​
​
​
X
​
N A
✓
​
​
​
✓
​
2 Days
✓
​
​
​
✓
​
2 Days
Phase 6 | DIGITAL PRESENCE
6.1 - Website
6.2 - Social Media Profiles
6.3 - Mail Marketing Tool
6.4 - Lead Management Tool
DELIVERABLES
• Published Website
• Social media accounts
• Mail marketing tool account set up
• Lead management tool account set up
​
ESTIMATED DELIVERY TIME
​
​
✓
X
X​
X
​​
​​​
​​✓
​X
X
​​​
X
​
​
15 Days
​​
✓
✓
X
X
​
​
​​✓
​​✓
​X
​​​​
X
​
​
18 Days
​​
✓
✓
✓
✓
​
​
​​✓
​​✓
​​✓
​
​​✓
​
​
20 Days
Phase 7 | MARKETING STRATEGY
(Bullseye Framework)
7.1 - Identifying the Channels
7.2 - Refining the Findings
7.3 - "Hello World" Testing Campaign
7.4 - Campaign Debriefin​
​
DELIVERABLES
• Channel report
• Campaign Creation
• Campaign execution
• Campaign report
​
ESTIMATED DELIVERY TIME
​​​
X
X
X
X
​
​
X
X
X
X
​
N A
​
​​
​
X
X
X
X
​
​
X
X
X
X
​
N A
​​​
​
✓
✓
✓
✓
​​​
​​
​​✓
✓
✓
✓
​
15 Days
Pricing | PER PACKAGE
​
​
Total | EST. DELIVERY TIME
BASIC
$ 13,800
​
48 Business Days
INTERMEDIARY
$ 17,700
​
59 Business
Days
ADVANCED
$ 22,800
​
76 Business
Days
Payment terms
Pro rata pon phase completion
​
​​
Phase 1
$ 3,000
​Phase 2
$ 1,500
​
Phase 3
$ 3,000
​
Phase 4
$ 1,800
Phase 5
N A
​
Phase 6
$ 4,500
​
Phase 7
N A
​
​
Phase 1
$ 3,000
​Phase 2
$ 1,500
​
Phase 3
$ 4,800
​
Phase 4
$ 2,400
Phase 5
$ 600
​
Phase 6
$ 5,400
​
Phase 7
N A
​
​
Phase 1
$ 3,000
​Phase 2
$ 1,500
​
Phase 3
$ 4,800
​
Phase 4
$ 2,400
Phase 5
$ 600
​
Phase 6
$ 6,000
​
Phase 7
4,500
​
​
Notes
1 - Extra costs such as third-party services legal fees or subscriptions are not included in the price​
​
CYBERTRUCK
MOBILE RETRACTABLE
LED PANEL SYSTEM
Panel System Deployed
Panel Retracted
Concept Proposition
Phase 1
CONCEPT
From idea to a technical concept proposition
1.1 -Vehicle Technical Assessment
A thorough analysis of the vehicle to collect dimensions, clearances, anchor points position, power outlets position, capacity, and vehicle dynamics
1.2 - Resources Assessment
Research for available solutions for LED modules, actuators, and control systems
​​
1.3 - Concept Design Sketch
A rapid proposition for solutions, including construction methods and aesthetics.
​
​​​​​​​
DELIVERABLES
Technical Assessment Report
PDF document containing the results of the technical assessment, including drawings and
​​
Resources Assessment Report
PDF document containing the results of the technical assessment
​
Conceptual Drawings
PDF document containing the results of the technical assessment
​
​​​​
Phase 2
ENGINEERING
From idea to concept
2.1 - CAD Project
Turning the concept into a properly engineered CAD project by creating a fully functional assembly in Solidworks, assigning materials, movement liberty ratios, fixtures, and joints
2.2 - FEA Simulation
Running a Finite Elements Simulation to understand beforehand the dynamic behavior and possible flaws of the project, while in a software environment
​
2.3 - CFD Simulation
Running a Fluid Dynamic Simulation to assess the effect of air resistance and turbulence over the structure, and how to avoid structural complications.
​​​​​​
2.4 - 1:18 Scale Model
Manufacturing through 3D printing and handwork a model to be installed on a die-cast 1:8 scale of the truck.
​
DELIVERABLES
​​CAD Assembly File
Structured SolidWorks Assembly
​
Production Files
DXF and DWG Files for laser cutting, bending, and other industrial processes.
​​​
FEA and CFD Simulations Report
PDF document containing the results of the simulations performed in a software environment.
1:18 Scale Model
Manufact
Phase 3
PROTOTYPE
Construction and testing
3.1 - Prototype Construction and testing
Turn the CAD project into a working full-size prototype.
​​
3.2 - Installation and refinement
Installing the equipment in a Cybertruck and running field tests
​​
​
DELIVERABLES
Functional Full-Size Prototype
Working prototype construction.​
​
Installing and Testing
Installation on the actual truck and testing.​​
Phase 4
LIABILITY AND DOCUMENTS
Construction and testing
4.1 - Production and Assembly guides
A Comprehensive guide to production and Industrial Assembly for reproduction.
​​
4.2 - Documentation and signing
Full project documentation signed by a certified mechanical engeneer for liability and product registration purposes
​​​
4.3 - Industrial Design Patent Registration
Having the industrial design drawings registered and, if applicable, patented.
​
DELIVERABLES
Production and Assembly guides
​​​
Signed project
Drawings Registration
Phase 5
VIDEO PRODUCTION
Content Creation
3.1 - Video production
Production of video content adjusted to the aspect ratio, arrangement, and resolution of the panel assembly.
​​​​​​
DELIVERABLES
• Video File
Exported video on the optimal panel resolution.
Phase 6
INDUSTRIAL PRODUCTION
This phase aims to provide an overview of the steps required to transform the prototype into a marketable product, highlighting the necessary actions to move from concept to industrial production.
6.1 - Packing System
​
Definition of the packing system and packing suppliers.
​
6.2 - Supply Chain Definition
​
Definition of the supply chain for parts and services in the U.S. and Overseas.
​
6.3 - Assembly Line Layout
​
3D architectural layout of the assembly line: Parts reception and inventory areas, assembly bays and equipment, packing and storage.
​
6.4 - Fixtures and Rigs Fabrication
​
Development and fabrication of the rigs, tables, and fixtures deployed on the assembly line.
​
6.5 - Warehouse Fitout
​
Equipment deployment and space preparation for the initial line run.
​
6.6 - Licenses and Permits
​
County and city hall permits and fire inspections.
​
6.7 - Initial Run
Initial test run, adjustments, and process revision.
​
​​​​​​
DELIVERABLES
• Packing definition
​
PDF document containing the system and supplier defined for the packing.
​
• Suppliers list
​
PDF document containing all suppliers for parts and services in the U.S. and overseas.
​
• 3d warehouse fitout layout
PDF document containing the overhead and renders of the architectural plan for the factory layout.
​
• Fixtures and rigs fabrication
Purpose-built tables, rigs, and fixtures to be deployed on the assembly line.
• Warehouse fit out
​
Assembly line deployment and preparation, including reception area, storage shelves, and inventory organization.
​
• Beurocratic documentation
​
Licences and permits application
​
• Initial test run
​
Test run of 10 or more units for adjustments and revisions to perfect the assembly and packing processes.
​
INDUSTRIAL DESIGN
AND ENGINEERING
PACKAGES
Phase 1 | DEVELOPMENT
1.1 - Vehicle Technical Assessment
1.2 - Resources Assessment
2.3 - Concept Design
​
DELIVERABLES
• Vehicle Technical Report
• Resources Report
• Concept Design sketches
​
ESTIMATED DELIVERY TIME
​
​
BASIC
​​
✓
✓
✓​
​​​​
​
✓
✓
✓
12
Business
Days
INTERMEDIARY
​​
✓
✓
✓​
​​​​
​
✓
✓
✓
12
Business
Days
ADVANCED
​​
✓
✓
✓​
​​​​
​
✓
✓
✓
12
Business
Days
Phase 2 | ENGENEERING
2.1 - CAD Project
2.2 - FEA Simulation
2.3 - CFD Simulation
​​​​2.4 - 1:18 Scale Model
​
DELIVERABLES
• Solid Works CAD Assembly File
• Manufacturing CAD files (DWG, DXF)
• FEA Simulation Report
• CFD Simulation Report
• 1:18 Model
​
​
ESTIMATED DELIVERY TIME
​
​​​​​​
​
✓
X
X​
✓
​​
✓
✓
X
X
✓
​
25-35
Business
Days
​​​​
​
✓
✓
✓​
✓​​​
​
✓
✓
✓
✓
✓
​
45-55
Business Days
​​​​
​
✓
✓
✓​
✓​​​
​
✓
✓
✓
✓
✓
✓
​
45-55
Business Days
Phase 3 | PROTOTYPE
3.1 - Full-Size Working Prototype
3.2 - Installation and Services
​
DELIVERABLES
• Working Prototype
• Installation
• Testing
​
​
ESTIMATED DELIVERY TIME
​​​​​
​
✓
✓
​​
​​​​​✓
✓
✓
​​​
60-70
Business
Days
✓
✓
​​
​​​​​✓
✓
✓
​​​
60-70
Business
Days
✓
✓
​​
​​​​​✓
✓
✓
​​​
60-70
Business
Days
Phase 4 | DOCUMENTATION AND LIABILITY
4.1 - Production and Assembly guides​​
4.2 - Documentation and signing​​​
4.3 - Industrial Design Patent Registration
​
DELIVERABLES
• Assembly Guide (PDF)
• Extensive project signed (PDF)
• Industrial Design Registration
• Patent Request
​
​
ESTIMATED DELIVERY TIME
X
X
X
X
X
X
X​​
​
N/A
X
X
✓
X
X
X
X​​
​
5
Business
Days
​
✓
✓
✓
​​
​​​​​✓
✓
✓
✓
​​​
20
Business
Days
Phase 5 | VIDEO PRODUCTION
​
5.1 - Video Content
​
DELIVERABLES
• Animation video for initial campaing
​
ESTIMATED DELIVERY TIME
X
​
X
​
​​​
N/A
✓
​
✓
​
​​​
10 Business Days
✓
​​
✓
​​​
10 Business Days
Phase 6 | FACTORY FITOUT
​
6.1 - Packing System
6.2 - Supply Chain Definition
6.3 - Assembly Line Layout
6.4 - Fixtures and Rigs Fabrication
6.5 - Warehouse Fitout
6.6 - Licenses and Permits
6.7 - Initial Run
​
​
DELIVERABLES
• Packing definition
• Suppliers list
• 3d warehouse fitout layout
• Fixtures and rigs fabrication
• Warehouse fit out
• Beurocratic documentation
• Initial test run
​
ESTIMATED DELIVERY TIME
X
X
X
X
X
X
X
X
X
X
X
X
X
X
✓
✓
✓
✓
✓
✓
✓
X
X
X
X​​
X​
X
X
N/A
X
X
X
X​​
X​
X
X
N/A
✓
✓
✓
✓
✓
✓
✓
120 - 140 Business
Days
Pricing | EST. PER PACKAGE
BASIC
$ 29,400 -
$ 35,400
INTERMEDIARY
$ 40,200 -
$ 46,200
ADVANCED
$ 80,400 -
$ 92,400
Total | EST. DELIVERY TIME
97 - 117 Business
Days
132 - 152
Business
Days
267 - 307
Business
Days
EST. PAYMENT TERMS
Pro rata on phase completion
​
​​
Phase 1
$ 3,600
​Phase 2
$ 7,800 - $10,800
​
Phase 3
$ 18,000 -
$ 21,000
​
Phase 4
N/A
​
Phase 5
N/A
​
Phase 6
N/A​
​
​
Phase 1
$ 3,600
​Phase 2
$ 13,800 - $16,800
​
Phase 3
$ 18,000 -
$ 21,000
​
Phase 4
$ 1,800
​
Phase 5
$ 3,000
​
Phase 6
N/A​
​
​
Phase 1
$ 3,600
​Phase 2
$ 13,800 - $16,800
​
Phase 3
$ 18,000 -
$ 21,000
​
Phase 4
$ 6,000
​
Phase 5
$ 3,000
​
Phase 6
$ 36,000​
$ 42,000
​
​
Notes
​
1 - The prices displayed for phases 2 to 6 are estimates. Pricing definitions for these phases are technically dependent on parameters defined in phase one.
​
2 - Extra costs such as third-party services, legal fees, parts, and shipping are not included in the price​
​
​
