Building a

brand with

audiences

Synopsis

Gear Up is a Toyota-subsidiary company that customizes cars, not only Toyotas and Lexuses but other brands as well. The company approached us to help them launch the brand. Our solution was to build the brand around its customers. We wrote the manifesto around empowering audiences’ lifestyles and created four personalities the brand caters to; Adventurer, Performative, Prestigious, and Urban.

DISCIPLINES

Ideation
Art Direction
Graphic Design

Experiential

Ideation
Art Direction
Graphic Design
Experiential

MEDIUM

Print, OOH

CLIENT

Toyota

YEAR

2015

Audience is built into the idea

For the launch campaign, I came up with the idea: your car reflects your passion. I relied completely on the audience to realize it. We brought in car enthusiasts—adventurers, prestige lovers, speed junkies, and hipsters—asked them to bond with the cars, and simply captured the moments of bonding through a lens. Then we talked to them about what would they do with the cars, what is their ideal usage for them, what would a day out with these cars look like to them, and reflected that onto the cars, literally.

Audience is built into the idea

For the launch campaign, I came up with the idea: your car reflects your passion. I relied completely on the audience to realize it. We brought in car enthusiasts—adventurers, prestige lovers, speed junkies, and hipsters—asked them to bond with the cars, and simply captured the moments of bonding through a lens. Then we talked to them about what would they do with the cars, what is their ideal usage for them, what would a day out with these cars look like to them, and reflected that onto the cars, literally.

Audience is built into the idea

For the launch campaign, I came up with the idea: your car reflects your passion. I relied completely on the audience to realize it. We brought in car enthusiasts—adventurers, prestige lovers, speed junkies, and hipsters—asked them to bond with the cars, and simply captured the moments of bonding through a lens. Then we talked to them about what would they do with the cars, what is their ideal usage for them, what would a day out with these cars look like to them, and reflected that onto the cars, literally.

Audience is built into the idea

For the launch campaign, I came up with the idea: your car reflects your passion. I relied completely on the audience to realize it. We brought in car enthusiasts—adventurers, prestige lovers, speed junkies, and hipsters—asked them to bond with the cars, and simply captured the moments of bonding through a lens. Then we talked to them about what would they do with the cars, what is their ideal usage for them, what would a day out with these cars look like to them, and reflected that onto the cars, literally.

Audience is built into the idea

For the launch campaign, I came up with the idea: your car reflects your passion. I relied completely on the audience to realize it. We brought in car enthusiasts—adventurers, prestige lovers, speed junkies, and hipsters—asked them to bond with the cars, and simply captured the moments of bonding through a lens. Then we talked to them about what would they do with the cars, what is their ideal usage for them, what would a day out with these cars look like to them, and reflected that onto the cars, literally.

Art Direction

I wanted to treat it visually in a different way. So I created a unique artistic direction that blends life-style imagery and conceptual imagery. The high fidelity of life-style photography fused with the identification of the idea that a person’s car tells something about its owner—the best of the two worlds.

Art Direction

I wanted to treat it visually in a different way. So I created a unique artistic direction that blends life-style imagery and conceptual imagery. The high fidelity of life-style photography fused with the identification of the idea that a person’s car tells something about its owner—the best of the two worlds.

Art Direction

I wanted to treat it visually in a different way. So I created a unique artistic direction that blends life-style imagery and conceptual imagery. The high fidelity of life-style photography fused with the identification of the idea that a person’s car tells something about its owner—the best of the two worlds.

Art Direction

I wanted to treat it visually in a different way. So I created a unique artistic direction that blends life-style imagery and conceptual imagery. The high fidelity of life-style photography fused with the identification of the idea that a person’s car tells something about its owner—the best of the two worlds.

Art Direction

I wanted to treat it visually in a different way. So I created a unique artistic direction that blends life-style imagery and conceptual imagery. The high fidelity of life-style photography fused with the identification of the idea that a person’s car tells something about its owner—the best of the two worlds.

The visuals

Medium: Print, OOH.

Medium: Print, OOH

Medium: Print, OOH.

Role: Concept, Art Direction.