The automotive sector is changing quickly, and the luxury space even faster. It’s shifting from sedans to SUVs, from fossil fuel to electric, and even from driver to driverless vehicles. In this context, you have to adapt fast.

This OEM was looking to reposition the brand within this new reality, with the goal of providing a younger buyer with a different kind of luxury. One in step with the things they care about design, sustainability, and technology.

Through a series of strategy and creative sprints, we developed positioning territories, manifestos, mood boards, and ideas for creative expression. The positioning captured fresh common ground between this audience and a core brand truth, striking a chord with the client and leading to a second project developing taglines for their new SUV.