Our clients expect a return on their investment.
This is how we achieve it:

Brand Strategy

Toyota is now the world’s biggest carmaker and wanted a brand for its European training academies that would match that status. We worked with them on a number of concepts, the clear winner being the Doric column motif with its connotations of learning and achievement. At the same time as this commission, we simultaneously designed the brand for the Lexus Academy (see base of page) and used a Corinthian column in this case to successfully differentiate the brands.

The new brand would need to be applied to collaterals across all platforms from digital to print materials of all kinds, and in a myriad of sizes and contexts, so we gave the silhouette of the brand a clean and highly recognisable outline, making it easy to work with in all cases.

Toyota are delighted with the brand, it has fulfilled all its commercial objectives and successfully repositioned the training schemes as the premier courses on their sector.

Brochure

This brochure is specifically designed to attract applicants. We were briefed that the key competitors in the marketplace were Jaguar and BMW and that Toyota had been displaced from their position of supremacy by both. The company admitted that it wasn’t getting the quality or number of applicants that it needed. We analysed the marketplace and the competition. The marketplace was tightly niched: mainly 17 to 19 year olds, predominantly male. The competition was producing predictable corporate brochure work.

We proposed that the strategy be the adoption of the imagery from Toyota’s Formula One sponsorship, that the brochure be titled ‘Training Winners’ that the colouring be dominated by bold blacks and reds, and that the brochure be finished with a shiny gloss lamination. We suggested that the imagery used throughout be fast paced and assertive, the whole look and feel be engaging and exciting. Toyota agreed, so we designed, produced and printed a brochure that met those objectives, targeted directly at the identified demographic.

That year Toyota regained their dominant position in the training marketplace, getting not only the right quality of applicants, but also the right numbers. In fact they got so many applicants that they were able to successfully fill the Lexus Academy as well.

Course Notes Folder

We’ve applied the brand to numerous items now, from course notes to tent fold cards…

Note Pad

Tent-fold Cards

Labels

Brand Application into Website