Peugeot UK wanted to establish a more consistent and recognisable advertising identity after competitor research highlighted a lack of distinctive visual assets across the brand.
As Lead Designer, I created a new design system and refreshed the brand's visual language. This included refining the typographic approach and introducing a flexible brand device that could be applied consistently across campaigns.
I also authored a comprehensive set of brand guidelines, replacing the existing UK advertising standards, and led the rollout of the new identity across the launch campaigns for the Peugeot 308 and Peugeot 2008, spanning national press, out-of-home, and digital channels.
