The identity was designed to work across a broad range of applications from the high impact of F1 vehicle livery to powerful advertising and subtle luxury marketing communications. The Partners worked collaboratively with Jaguar’s internal and external partners including RKCR/Y&R and Fitch in the UK as well as Y&R in the US to translate the brand across customer touchpoints.

We created an in-depth online management resource to document all aspects of the new identity including guidance on the use of colour, imagery and typography, to provide consistency wherever and whenever it is applied.

We created a solution that was 100% Jaguar which has helped to translate the power and dynamism of the iconic Jaguar brand to a new generation of models such as the F-type and XF, a new generation of drivers, and a new owner in Tata Motors.