Jaguar Land Rover

Your life InMotion

Context
Powered by JLR, InMotion is a tech start-up that offers new and existing customers products via smartphone ~ services include executive car rental, high-end car sharing, car pool and personalised chauffeur. We received a call from the head of the new venture asking us can we provide some new ideas for the identity, as he wasn’t overly happy with the work that JLR’s in-house creative team, or the (well respected) incumbent global branding agency had produced.

Creative challenges
→ Three way shoot out pitching our (winning) idea against the in-house design team and the incumbent agency
→ Refine the chosen identity solution 
→ Create a distinctive visual identity system and photography style
→ Produce easy-to-implement brand guidelines

Chosen solution

JLR InMotion → Identity
Jaguar+Land+Rover+InMotion+identity+ designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London-06
JLR InMotion → brand identity

Credits
Client: Jaguar Land Rover
Project team: Jonathan Carrier, Jason Fitzgerald, Piers Guilar, Peter McCabe, Laura Moore, Jamie Neasham
Collaborators: Vicky Broodle, David Jenkins

My role
Creative director

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