- Data recorders will be required in all new U.S. vehicles starting in 2015 to record information before, during, and after crashes. This is intended to reduce accidents, prevent intoxicated driving, and record speeding and phone use. - A potential product called Driver-D-Tech is proposed as a data recorder device. It would detect unsafe driving behavior and potentially disable the vehicle. - Branding and marketing research was conducted for the proposed Driver-D-Tech product, including developing a logo, potential social media presence, and web page layouts. Wireframes and visual prototypes were created for the product website.

1. FA 102a
Research and Speculative
Product/Service Development
Data recorders to be required in cars Carolyn Leonardo

2. Assignment one, Research
“Black boxes to be required in all new cars
from 2015”
http://www.kurzweilai.net/black-boxes-to-be-required-in-all-new-cars-from-2015
Data recorders to be required in cars Carolyn Leonardo

3. Assignment one, Research
- Data recorders to be installed in U.S. for recording data
before, during, or after a crash
recombu.com
Data recorders to be required in cars Carolyn Leonardo
flickr.com

4. Assignment one, Research
- Sense’s driver emotional state (say, road rage,
or even intentions), and disables the vehicle
Data recorders to be required in cars Carolyn Leonardo
www.claimsjournal.com

5. Assignment one, Research
- Electronic screens from displaying broadcast
television, movies, video games.
Data recorders to be required in cars Carolyn Leonardo

6. Assignment one, Future Product or Service
Data recorders to be required in cars Carolyn Leonardo
-Data recorders in cars
may reduce accidents
- Preventing intoxicated
people from driving
-Recording speed and
phone use

7. “Where is the love?”
Source for Brand Character Words
Data recorders to be required in cars Carolyn Leonardo

8. Selected words from original post:
“Technology, Recorder, Safety Driver”
Naming Process
Name Possibilities:
Rec-Tech(from combining Recorder and Technology)
Steer Safe(from combining Automobiles and Safety)
Driver-D-Tech(from combining Driver, Data and Technology)
Carolyn LeonardoData recorders to be required in cars

9. Driver-D-Tech
I could not use Steer Safe or Rec-Tech because products using those names already exists
“Driver” consists of the user of the product
“D” for data
“Tech” short for technology
Also the sound of D and Tech together sounds like detect, which goes along with the
product use which is detecting unsafe activity in vehicles.
Final Product/Service Name
Data recorders to be required in cars Carolyn Leonardo

10. Brand Character Diagram Sketches
Carolyn LeonardoData recorders to be required in cars

11. Persona
Helpful
Reliable
Truthful
Tone
Protect
Saves Lives
Reduce Harm
Language
Safety
Protection
Control
Purpose
Guidance
Decision Making
Equality for Drivers
Driver-D-Tech
Brand Character Diagram
Data recorders to be required in cars Carolyn Leonardo

12. Safety
Assignment Three, Logotype Research, Word From Diagram
Data recorders to be required in cars Carolyn Leonardo

13. Assignment Three, Logo Type Research
http://www.womeninroadsafety.co.
za
http://marinabayboston.com
http://www.lifx.com/pages/press
http://logotion.com/buy/
http://www.volvocars.com/us
Data recorders to be required in cars Carolyn Leonardo

14. DDT
Assignment Three, Finished Logotype
Data recorders to be required in cars Carolyn Leonardo

15. Assignment Four, Social Media Branding, Research
Apple-
https://www.facebook.com/pages/Ap
ple-Inc/105596369475033?fref=ts
Weather Tech-
https://www.facebook.com/WeatherTe
ch/info/?entry_point=page_nav_about
_item&tab=page_info
Michelin-
https://www.facebook.com/MichelinU
SA/info/?entry_point=page_nav_about
_item&tab=page_info
Carolyn LeonardoData recorders to be required in cars

16. Assignment Four, Social Media Branding, Facebook Pages”
Data recorders to be required in cars Carolyn Leonardo

17. Assignment Four, Social Media Branding, Facebook Pages
Data recorders to be required in cars Carolyn Leonardo

18. Assignment Four, Social Media Branding, Facebook Pages
Carolyn LeonardoData recorders to be required in cars

19. Assignment Four, Social Media Branding, Creating Community
Data recorders to be required in cars Carolyn Leonardo
• Posted more in depth information that
would provide visitors of the page with
more knowledge on the product
• Reached out to teens and other people that
are in the age range of who would benefit from
the product
• Posted questions that would get a
conversation started about the
product
• Sent invites to people through Facebook as
well. Inviting them to go and like the page
and take a look at the power point

20. Assignment Five, Webpage Layout Research for Wireframes
Data recorders to be required in cars Carolyn Leonardo
http://www.jeep.com
https://www.amazon.com

21. Logotype
Tagline
About Us News Contact Us
Driver
Protection
Social Media
How it Works
Photo with Tagline Text
Assignment Five, Wireframe

22. Assignment Five, Tagline Research
L'Oréal “Because Your Worth It”
Dunkin Donuts “America Runs on Dunkin”
Maybelline ”Maybe She's Born With It Maybe It’s Maybelline”
http://www.lorealparisusa.com/en/about-loreal-
paris/because-youre-worth-it.aspx
http://brandchannel.com/2015/06/26/maybelline-turns-100-062615/
https://www.dunkindonuts.com/content/dunkindonuts/en.html
M&M “Melts in Your Mouth, Not in Your Hand”
https://www.washingtonpost.com/news/morning-mix/wp/2014/06/24/the-
most-liked-advertising-slogan-mms-melts-in-your-mouth-not-in-your-
hand/
Michelin “A Better Way Forward”
http://www.michelinman.com/US/en/homepage.html
Data recorders to be required in cars Carolyn Leonardo

23. Assignment Five, Homepage Visual Design in a Browser
Data recorders to be required in cars Carolyn Leonardo
https://projects.invisionapp.com/d/main#/console/8190114/
175512799/preview

24. Assignment Five, Lower Level Visual Design in a Browser
https://projects.invisionapp.com/d/mai
n#/console/8190114/176208938/previ
ew
About Us News Contact Us
Driver
Protection
Social'
Media
How it WorksDDT
Driver&D&Tech
Data Recorder
About'Us
Driver4D4Tech'is'a'data'recorder'to'be'installed'in'all'U.S'vehicles.'This'device'
will'be'used'to'record'information'to'help'prevent'accidents.
Driver4D4Tech'is'a'data'recorder'be'installed'in'all'U.S'vehicles.'This'device'will'
be'used'to'record'information'that'happens'before,'during'and'after'a'crash.'
With'this'device'we'hope'that'it'will'ultimately'reduce'accidents,'prevent'
intoxicated'drivers'from'getting'behind'the'wheel'and'record'driver's'speed'
and'phone'use.'With'this'technology'it'can'help'save'lives'and'give'drivers'the'
sense'of'equality'when'on'the'road.
Data recorders to be required in cars Carolyn Leonardo

25. Assignment Five, Linked Prototype URL
https://projects.invisionapp.com/d/main#/console/8
190114/176207992/preview
Data recorders to be required in cars Carolyn Leonardo