Volkswagen brand launch
Launching the new global Volkswagen brand to APAC.
With a new global brand and vision for the future of mobility, Volkswagen Group Australia embarked on a regional launch with local visual assets.
The global Volkswagen rebrand marked a shift to a more forward-looking, people-focussed, and simpler automotive brand. Their logo moved away from the shiny chrome that echoed the way it would look on a car. Instead their new look is lighter, more dynamic and more suited to digital spaces and photography.
The rollout included a potent brand video backed by a manifesto especially for the brand’s internal launch, bringing to life the grittier and more urban images. We used Australian streetscapes, warehouse spaces, car parks and parks, to situate people and cars in settings that were more familiar to a local eye.
Design direction
Creative Director: Tristan Velasco
Designer: Becky Gillis
Video: Shea Bennett
The brief.
The internal launch at Volkswagen’s CX Summit introduced dealership staff to the new brand for the very first time. Motion graphics put the new brand’s vibrancy and focus on people, rather than product, to work.
The strong visuals featured throughout the event marked the start of a new way of thinking about cars and mobility. It demonstrated to the employees, who represent Volkswagen daily and publicly, that this was a shift in philosophy and action.
