Suzuki Vision | Helped Suzuki shape a new brand vision activating customer communities and making every point of contact a statement of quality.
Agency: Wolff Olins UK. Role: Creative Lead.
Channels: Integrated Branding. Digital. Content. Products. Brand Guide App.
Suzuki was building a great product, but had no relationship with their customers beyond product development. And needed help shaping the direction of their brand.
Strategy & Creative
Wolff Olins was keen to bring a creative in early and join the strategy process, so I was invited join their strategy team to immerse in the raw research and help shape the strategy for developing Suzuki's new brand story – before any creative needed to take place. I then lead the creation of the resulting interactive brand strategy guide.
We introduced Suzuki to a holistic cohesive approach to their brand. To treat their entire product range and brand ecosystem with the same care for quality. And approach bike engineering innovation, product design, and their customer relationships as part of their brand mission.
Activating A Community
Suzuki customers were very loyal, but had no brand story to embrace or share. And in the tightly integrated community of motorbike riders––that was a missed opportunity.
We introduced customer based community rides, and a Suzuki Club to celebrate and activate the brand affinity of a customer base that was eager to be united. And help them turn fans into natural brand evangelists.
Big Picture In Every Detail
Each branded product is a touchpoint between a customer and the brand which defines a relationship.
Physical products have an opportunity to create an even more personal connection, they communicate a brand philosophy. And when designed with care, they make a statement that no stone was left unturned, that everything has been considered to give you the highest quality experience. And therefore define the brand beyond advertising.
To communicate this importance of commitment to quality, I carefully redesigned some of Suzuki's side products: an oil container, motorbike bolts, and the motorbike key.