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.
Agency: Havas London   Year: 2016
The look of the new brand device was inspired by Peugeot Design Lab's industrial design.
The new layouts were designed with local car dealership ads in mind.