Briar Bayler — Designer
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Tesla Rebrand

Tasked with rebranding Tesla for their launch in New Zealand, this project involved thorough design research to create an informed image and identity revamp.
Based on my findings, my strategy was to bring out the human side of Tesla and connect them with their customers more.

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Behind their current technology based identity, Tesla is a people based brand.

Behind their current technology based identity, Tesla is a people based brand.

Their vision is to change the way people think
about cars; educate people on the benefits of
electric cars and systems; and to lower impact
on the environment.

They take pride in being an open company,
have a light-hearted tone of voice, and create
their cars with humanity at the forefront
of every decision.

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Tesla will fit well into a New Zealand market as their core values are aligned with many New Zealander’s own beliefs.

Tesla will fit well into a New Zealand market as their core values are aligned with many New Zealander’s own beliefs.

Audience Opportunity
New Zealand people are often closely connected with one another, being a small country, and there is a feeling of community that can be tapped into. They are also known to be a country of proud innovators and are passionate about the environment.

Audience Needs
To be shown the positive impact of electric cars; to gain trust in the Tesla brand; to have range anxiety eased.

Aspirations and inspirations:
To make a difference in the world; to feel connected to the company; to be sure of Tesla and what it sells.

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