With ambitious 2020 growth goals, Land Rover undertook a 6-month review of its identity and determined a better alignment between strategy and expression was needed to help support the brand and business.
I led the creative team in the unpacking of the brand’s complex strategy, which centered on the proposition of “Inner Strength.”
Above all automotive brands, Land Rover has the authority to tell relevant, extraordinary stories to its audiences of modern day heroes. Heroes are defined by their deeds – they must overcome challenges to bring out their Inner Strength.
By leveraging the above human truth, we evolved the brand expression to tell better stories, emphasizing character, setting and plot within the individual elements. Imagery, which did a good job of visualizing setting, would now need to include character and plot. A signature element named the ‘zig’, inspired by the heritage in the original Land Rover logo, was created to convey the unexpected events that occur in everyday life where our inner strength is tested.
In addition to the evolved visual expression, I led the team to develop motion and digital experience principles for the brand, which were, captured in short films shown in the pitch presentation.
