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 new, consistent design framework for outdoor and press ads. This included updating the brand’s typographic style and introducing a new brand lockup (“Built In”) that would inform the new layout of the 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 2008 campaigns (the first campaigns following the new framework) in national press, outdoor and digital.