In this project the strategy was best described by the design. We researched with a Master of Arms how animals are depicted in coats of arms. We employed the skills of a professional sculptor to re-craft the famous leaper, making it a more powerful, sleek and sexy marque to reflect the true essence of the brand. The new-style leaper was first sculpted in clay then cast in resin before being scanned into a computer and digitised in 3D format. With painstaking attention to detail we created a contemporary identity that said more about the brand than words could ever do.