IDEAS THAT CHANGED AN INDUSTRY

“You can’t do that. Watch us.”

How breakthrough thinking disrupted automotive

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Tackling the collateral big picture completely different from the way others in the automotive industry generally do. The consumer for various VW models vary as much as the models themselves. All models were tailored strategically in great detail for each consumer from the obvious features, to the presentation of color choices. We kept the clean uniform brand image, retaining the core buyer’s values and loves, while pointing out the specifics for each buyer’s individual needs and desires.

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The bottom line is I had to champion the use of personas. Saddling each model with different personas seems like it would never work while staying on-brand. Brand continuity lives in the details.

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The breadth of this project was enormous, with many touch points, and an abundance of new ideas and thinking. There were direct auto ideas in addition to the consideration of environments, music, “toys”, online forums and blogs. There was the history and the new to consider and present in the most concise and effective way.

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​​Strategic Leadership + Hands-On Execution: Led 2-year strategic rebrand. Personally concepted and designed 60+ campaign executions across print, digital, and experiential. Co-art directed all automotive photography. Designed logo systems. Designed dealer template sales systems and websites. Concepted rebranded sales room experience.