The client (not Jaguar) knew it had a distinctive ‘face’, but wanted to know how it was being ‘read’ relative to other brands, and to develop a road-map for how it might vary for different vehicle types, versions and powertrains.
Research and Outputs:
Filmed interviews with design literate customers of competitors to the client brand, and with leading independent car designers, to gain a robust perception of the meaning of the client’s ‘face’ (and how the design conveyed this meaning). Analysis of how and why design signatures / visual brand signifiers vary across product types in leading auto and non-auto brands. Succinct research findings and recommendations underpinned by substantiating films – presented to the whole design group.