Jaguar
Repositioning a historic brand

The Challenge:

The well established Jaguar brand had not kept pace with the advances made to the cars they produced. They were still seen by many as cars that an age group demographic of 50-60 year-olds would drive. And yet the cars themselves were fast becoming some of the most exciting and advanced cars on the road. Jaguar needed a younger audience to start taking note.

The Strategy and Creative:

We worked with Jaguar Cars and brand architect Tim Greenhill to describe a Brand Model that fully exploited the latent power of Jaguar. We created a visual interpretation of Tim’s insights and it was used to communicate the new vision to Jaguar management and employees worldwide. Today, inspired by our 40-page brand vision, Jaguar’s marketing agencies project a new more energetic identity for the Jaguar