Jeep is a vehicle like no other. Everybody knows Jeep. Even when learning the alphabet as a child, “J stands for Jeep.’’ It’s older than we are, yet fresh as ever. Jeep has everything to do with the adventuresome side of the American dream, the dream of freedom and independence, a place of no frontiers. Jeep gives us the great, wide-open outdoors, be it in the country or the urban jungle—where dreamers or doers seek out adventures.
Jeep, born of a need for utilitarian efficiency—now as a brand—exudes the great outdoors and the promise of adventure (for the dreamers) and the excitement of adventure (for the doers).
Objectives: We are all dreamers and doers at times, and Jeep adds character to our home life and excitement to our leisure and vacation time. As a brand exercise, our work was intended to follow and complement this core Jeep understanding. We evolved a separate creative strategy, building three distinct sub-brands to support the main Jeep brand allows the nameplate to develop into new product areas, appeal to
new audiences and thus elevate the brand to higher levels.
The Goal: Reposition Jeep as a genuinely global lifestyle moniker and the owner-brand of American-style “outdoor adventure.” Our strategy of three sub-brands needed to compete against well-established brands in areas where Jeep didn't currently have a presence, including technical apparel, outdoor equipment and fashion apparel.
The process started with capturing the correct tone with imagery.
PDF > Complete Creative Presentation
The Creative: The initial presentation was spot-on and delved into a depth of creative exploratory that provided the client more that what was expected. From this creative work, refinements were made and a final brand guide was developed for delivery to Chrysler-Jeep brand managers and authorized manufacturers.
That's me, on my grandfathers Jeep. So, I had fond memories of my experience with his Jeep and where we would go and was very connected to the heritage of the brand. The "Spirit" sub-brand reflected much of this affinity and the memories I held of Jeep.
The Brand Guides
Jeep, born of a need for utilitarian efficiency—now as a brand—exudes the great outdoors and the promise of adventure (for the dreamers) and the excitement of adventure (for the doers).
Objectives: We are all dreamers and doers at times, and Jeep adds character to our home life and excitement to our leisure and vacation time. As a brand exercise, our work was intended to follow and complement this core Jeep understanding. We evolved a separate creative strategy, building three distinct sub-brands to support the main Jeep brand allows the nameplate to develop into new product areas, appeal to
new audiences and thus elevate the brand to higher levels.
The Goal: Reposition Jeep as a genuinely global lifestyle moniker and the owner-brand of American-style “outdoor adventure.” Our strategy of three sub-brands needed to compete against well-established brands in areas where Jeep didn't currently have a presence, including technical apparel, outdoor equipment and fashion apparel.
The process started with capturing the correct tone with imagery.
PDF > Complete Creative Presentation
The Creative: The initial presentation was spot-on and delved into a depth of creative exploratory that provided the client more that what was expected. From this creative work, refinements were made and a final brand guide was developed for delivery to Chrysler-Jeep brand managers and authorized manufacturers.
That's me, on my grandfathers Jeep. So, I had fond memories of my experience with his Jeep and where we would go and was very connected to the heritage of the brand. The "Spirit" sub-brand reflected much of this affinity and the memories I held of Jeep.
The Brand Guides