Peugeot UK wanted a more consistent approach to their advertising. Through competitor research, it became evident the brand lacked easily-identifiable visual cues.
As lead designer for the project, I developed a design framework for outdoor and press ads. This included updating the brand’s typographic style and introducing a new brand device that would inform the layout of the new ads.
I produced a detailed guidelines document that replaced all current UK advertising guidelines, and I oversaw the launch of the new Peugeot 308 and Peugeot 2008 campaigns in national press, outdoor and digital.
The look of the new brand device was inspired by Peugeot Design Lab's industrial design.