Land Rover asked us to define what British Premium meant and how it could own the space by speaking to premium and luxury experts around the world.
Our first move was to simplify Land Rover’s brand strategy, which had become muddied by too many models and guidelines. We explored the original DNA of the company to determine what it would need to do to stay relevant in the future across different demographics and markets.
We analysed the entire customer journey and uncovered that many aspects of the Land Rover experience weren’t living up to the promise made by the Above & Beyond tagline. So, we gave it new meaning by creating a brand film that instilled pride in employees, reminding them why they came into work each day.