A brave new positioning for the British Supercar Manufacturer

Challenge

McLaren was looking to extend its product line and tap into new markets, but it lacked the brand strength to tell the right stories. It had been trying to be Ferrari, but the problem was that it wasn’t Ferrari. It was time to be McLaren.

Insight

Through an immersive process, including global quantitative and qualitative research, product and service evaluations, employee workshops, customer experience audits and next generation product briefings, we helped McLaren Automotive define a clear, compelling and authentic brand story. We also designed a new, benefit-driven verbal and visual identity experience that highlights McLaren’s strength and resonates with current and future drivers.

Answer

We conducted deep exploration into visual concepts. The chosen route was ‘The Zone,’ which focused on individual pursuit and the luxury of time with the driver at the center of the action in a heightened yet private state. We then reimagined what a McLaren Automotive experience should feel like – from more humanized motor show interiors to identifying the right brand partnerships and merchandising opportunities.