The task
The brand's presentation had fallen behind its product: the cars were updated faster than the identity. The job was an upgrade rather than a redesign from scratch — keep the recognition, raise the brand language to the level of the product.
The approach
Upgrade, not revolution. We kept the anchor elements of the identity in place and rebuilt how they work: grids, typography, layout rules, photography treatment. Recognition stays; the delivery gets contemporary.
What we did
Identity refresh. Rebuilt rules for composition, typography, colour and photo style.
Application rollout. More than thirty applications — digital formats, print and presentation materials, each set in the same system rather than drawn from scratch.
A system, not a folder of layouts. The rules are documented so new applications can be produced without us.
The result
- the identity caught up with the product
- 30+ applications in one language
- new materials assemble by the system
