BRAND DEVELOPMENT
The automotive industry is under intense pressure to transform and is facing unprecedented challenges. Brands need to reposition themselves as the automobile sector transitions from internal combustion engine (ICE) to battery electric vehicles (BEVs). Over the course of several months, my team and I led this strategic transformation of one of the Volkswagen Group’s brands. Redesigning and evolving the brand holistically in every key area to ensure its continued relevance. I was responsible for the development, positioning, and direction of the brand as well as the direct design transfer in corporate identity, product, and general tonality.
(The project is not yet published, but it can be described, not shown. For more information, contact me.)
Process
Context mapping
The project began with the definition of market-specific future trends and their potential impact on the market and the brand.
Brand position
Together with the brand, we assess the brand’s current position and where it needs to shift in relation to competitors and other Volkswagen Group brands to remain relevant and differentiated. During workshops, we developed the brand’s vision, mission, archetypes and brand values, which formed the basis for the entire brand work and serve as guidance for all departments.
Experience evaluation
To create a more visual and emotional understanding of the brand, we used a variety of methods to identify their aesthetic preferences, visual sensitivity and experience level. This served as the foundation of the creative direction.
Creative direction
In the creative direction, I translated the brand values into a more visual context, creating a mood and tone of voice that matched the brand identity. In doing so, we looked into the different brand areas and defined how the different fields needed to align.
The result was a 360-degree view of the brand and within the areas guidelines and a direct design transfer. I concentrated on storytelling, creating the new brand narrative and storylines, and on look and feel and tonality, developing a new visual and corporate identity for the brand.
360° Brand Experience:
This holistic strategic approach was later implemented by the different departments ranging from marketing to exterior design. Building up a new brand appearance and direction as well as a new product line. This project was particularly interesting for me because we worked with the entire brand team and implemented the strategies and design transfers immediately. Briefing departments and agencies to fullfill a holisitc brand experience.