Client: Insignia

Insignia will provide Norway’s best car experience

Having a car related brand on the client list is almost every agency's dream. When this client is a dealer of the four British premium car brands Jaguar, Land Rover, Aston Martin and Morgan — and at the same time wants to give its customers Norway's best car experience — we at the Minnesota Agency were very grateful that this dream came true.

Background

Insignia had developed a new strategy at their former agency where they agreed that they would deliver Norway's best car experience. This strategy had been put into action and the car dealer was looking for a new agency to help them implement their new strategic position.

Task

Review and refresh the strategy and at the same time give the brand a visual boost so that their own identity is in line with the elegant, British car brands they are a dealer for. The new visual expression was also to be implemented on the new website — a process that had already been initiated in collaboration with the digital agency Dekode.

Solution

Through thorough strategic work that included regular workshops with a core team from the client as well as an all-day workshop with all employees, we jointly arrived at how the new strategic position should be implemented in all departments. At the same time, we placed great emphasis on creating commitment among all employees by letting them help decide how they should be able to give their customers Norway's best car experience in everyday life.

We developed a new brand identity with a classic expression that clearly signals a proud supplier of premium British car brands. Here we have been inspired by British car history. The logotype was changed from the "car lettering style" — which could at worst be confused with the Opel Insignia — to a specific, stylish signature that should symbolize exclusivity and commitment. The Union Jack symbol reinforces the car brands' origins.

British racing green was chosen as the main colour with a strong yellow contrasting colour — also taken from the world of racing.

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