Chevrolet is a brand with deep American roots and heritage, but one tarnished by bailouts and years of product stagnation. Our challenge was to elevate Chevy’s brand, modernize its communications, and take it global – unifying 140 countries over five continents.
Our first step was to use photography and mood boards to help define the personality of each car in Chevy’s overhauled portfolio. This exercise inspired our approach to advertising, which used a multi-image technique to tell the story focusing on product benefits and an increased focus on style and substance. We also referenced the Chevrolet logo itself when creating the angular design system for the layout, which was applied across all media channels for the “Find New Roads” campaign.