The team
Client: Volkswagen Financial Services
Role: Art Direction, Concept Design and Motion
Copywriter: Jono Benson
Strategy: Steve Hollyoak
Account Manager: Mike Spurr

The brief
DRIVE was set to launch in the UK and needed a Masterbrand to position DRIVE as a future-facing, category-defining mobility brand powered by VWFS. They needed this identity to switch things up, stand out, and deliver. Our thinking: anti-category, not anti-customer. And that’s what we did. 4 days, 4 concepts, and an entire launch curated within 1 month…

The idea
To be anti-category was to be people-first in a world of car. For this route I positioned ‘Drive’ as people first. Experience first. Life first. Not only focusing on the journey but how that journey feels. The people, the moments, the memories. The design direction focused on real, human experiences, brought to life through a blend of brand imagery and high-quality stock. 

Because the car isn’t centre stage. You are.
Take the wheel.