Peugeot UK wanted a more consistent approach to their advertising, after competitor research revealed that the brand lacked easily-identifiable visual cues.
As lead designer for the project, I developed a new design framework for the brand. This included updating the typographic style and introducing a new brand device that would inform the layout of the new ads.
I also 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.