With ambitious growth goals on the horizon, Land Rover embarked on a six-month review of its brand identity—seeking stronger alignment between strategy and expression to support its evolving business.
I led the creative team in unpacking the brand’s complex strategy, centered on the human truth of Inner Strength. Unlike any other automotive brand, Land Rover has the authority to tell extraordinary, relevant stories to an audience of modern-day heroes—people defined by how they overcome challenge.
We evolved the brand expression to tell these stories with greater emotional clarity—infusing character, setting, and plot into every element. Photography, once focused on landscapes, now needed to communicate human presence and narrative. We introduced the zig—a signature graphic inspired by the heritage Land Rover logo—to symbolize the unpredictable moments in life that test and reveal our inner strength.
In addition to redefining the visual and motion identity, I also led the development of campaign concepts across print and digital media—ensuring the evolved brand showed up with consistency and impact across every touchpoint. A series of short films brought the new principles to life, extending the storytelling system across screens, experiences, and platforms.