The greatest challenge, from a branding perspective, was to reflect this premium proposition in a way that made no direct reference to the BMW brand. This, after all, was multi-make service with no specific car brand affinity.
There were also additional challenges around evolving the existing brand style rather than completely transforming it. This led to a number of graphic elements being retained within our updated look and feel.
The Proctors response
We took the alphabet ‘grid’ device to ensure a link to Alphabet’s past was maintained. This was updated with a new photographic style of traffic abstracts, full of high drama, shot on long exposure. Instead of conventional images of roads and landscapes, cityscapes full of colour and light provide a more visually impactful alternative.
This new identity was then rolled out across leaflets, flyers, trade advertising and more…
Hard numbers on literature uptake are still to come and application in trade advertising is also at a very early stage, but our client is completely satisfied with our new approach and we are anticipating a lot more material being produced in this new style over the coming months.