Expertise: Brand Identity, Brand Launch, Print Design, Website Design, Social Media
The Mercedes-Benz Driving Academy (MBDA) was a new kind of driving school for young drivers. We worked collaboratively with the Mercedes-Benz team applying extensive consumer research to enable us to define the brand and create a visual expression and messaging framework that would appeal to both youngsters and their safety-conscious parents. The new Academy was launched to huge acclaim with a spectacular 2 day event hosted by Lewis Hamilton with 10,000 attendees. We helped develop a cross-media campaign with a strong social bias but with the ability to adapt to outdoor opportunities. An innovative website allowed students to access their lesson progress via a graphic visualiser linked to in-car cameras.