These design concepts were part of a larger redesign effort for DaimlerChrysler.
The brief for Chrysler was to develop online creative concepts that visually communicate the brand’s essence (elegance, style, sophistication and design) while connecting emotionally with the target consumer (relevance, psychographics, passion points). Chrysler needed to capitalize on momentum in the marketplace in order to encourage consideration, differentiate itself from competitors and attract new buyers.
The brief for Jeep was to become the aspirational SUV brand in the U.S. offering a broad range of vehicle choices that satisfy consumer needs. The concepts should visually communicate today’s Jeep (identity) while incorporating more on-road/everyday messaging/ without alienating core “Jeepers”.