Brief
Volkswagens future brand vision
Volkswagen, the worlds largest automotive brand, wanted help in defining their future brand identity and experience. It started with 5 core objectives.
- Define the brand vision
- A future focused UI/UX
- Hyper digitalised
- Humanise the brand
- ’Glocal’ approach
Background
Under the skin of the brief
What’s in and what’s out when taking Volkswagens brand into the future.
Values
Evolve & simplify current values of authentic, human, appealing, clear & open. From multichannel to 'holistic'.
Vision
Evolve the core brand, merging the best of now with the best of tomorrow, going from rational to emotional.
Identity
Craft new concepts that evolve us from a 'product first' to a 'people first' brand, taking us into the future.
INSIGHTS
Listening to the customer
Understanding what people think and love about Volkswagen. From the neighbours beloved Beetle to family campervans and Scooby-doo.
approach
Walking the walls with the client
Taking the chiefs of VW around the room, to talk through our iniital thoughts. That’s me kicking things off with the arm patches. It was ‘stylish’ at the time. Ugh.
Solution
Defining the core style and assets
Starting with core identity we evolve the logo, colours and typography, simplifying the pallet and flattening the style whilst creating core visual themes.
Themes
A vision of the future
A visual baseline carrying our core themes and the inclusive, enabler ‘we brand’ that VW needs to be. Going back to what VW is truly all about – being ‘more than car’.
SOLUTION
back to their roots, a rebirth for a new era
Every good pitch needs a vision video to help encapsulate the spirit and style of the brands evolution. Here’s ours, written and produced in 48hrs.
Result
The chosen ones
After an intense couple of months and a pitch battle with a number of renowned global agencies, we were chosen as VW’s lead global strategic design agency. Winning the agency it’s biggest deal to date and a promotion for myself.
Volkswagen
A project for Volkswagen, to help shape their future identity and brand positioning. This work was undertaken a few years ago to prepare VW for ‘2020’ and to ensure that their brand was both emotional and digital at every customer touchpoint.
ClientVolkswagenServicesBrand Positioning & IdentityYear2018Linkwww.volkswagen.co.uk
