Peugeot UK needed a more consistent approach to their advertising. Through competitor research, it became evident the brand lacked easily-identifiable visual cues. The design of their ads needed an overhaul if it was to set itself apart.
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 (“Built In”) 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 device was inspired by Peugeot Design Lab's industrial designs.
© Alessandro Lingua 2020