Future growth for Subaru requires the brand to embark on an ambitious company-wide culture shift that places the customer at the heart of everything they do.
Captured in their new brand idea – All 4 the Driver – our job was to embed this into all aspects of the brand’s communications.
We developed a new identity system using Subaru’s technical excellence as a platform, introducing warm, emotive elements that deliver on the All 4 the Driver promise. And a tone of voice that spoke the customer’s language – not the industry’s. Working directly with managers, employees and retailers, we encouraged them to personally deliver upon the brand promise, reinforcing the opportunity for everyone in the business to add to the brand experience. The new identity was merited in the global ReBrand 2011 awards.