The Challenge
Suzuki had been building a great product with their racing motorcycles often winning. But they needed to find focus, and align the various departments within the business group. They also needed a clear path to move the brand forward.

The Solution
We developed a set of brand values based on what Suzuki did well and the Japanese tradition of the pursuit of perfection. But with a modern wholistic twist. We helped Suzuki evolve from a product only brand, to one that includes their customer relationships and sales, with the same commitment and quality.

Role: Strategist, Creative, Prototype Builder
I first joined Wolff Olin’s planning team. Where we shaped the strategy for Suzuki's new brand story and new operations disposition.
I then continued as creative lead, shaping the creative expression of that brand story, art direction, UI and prototype building of the brand guide app.

Wolff Olins - London
At Wolff Olins, there’s dedication to quality and appreciation of craft. It connected us, and enabled true collaboration.

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. To then turn fans into natural brand evangelists.

Products - Big Picture In Every Small Detail

Each branded touchpoint defines the relationship between that brand and their customers. And physical products can create an even more personal connection.

To communicate Suzuki’s commitment to quality, I designed some of Suzuki's smaller products. Such as: an oil container, and the motorbike key.