Jaguar Land Rover

Your life
InMotion

Powered by Jaguar Land Rover, InMotion is a tech start-up offering new and existing customers mobility products via smartphone — services include executive car rental, high-end car sharing, car pooling, and personalised chauffeur. We received a call from the head of the new venture, asking whether we could provide fresh ideas for the identity, as he wasn’t entirely happy with the work produced by either JLR’s in-house creative team or the (well-respected) incumbent global branding agency.

Creative challenges:
→ Three-way shootout, pitching our identity idea (the eventual winner) against the in-house design team and the incumbent branding agency
→ Development of the chosen identity solution
→ Create a visual identity system and bespoke photography style
→ Produce easy-to-implement brand guidelines

My role:
Creative direction

Chosen solution

Jaguar+Land+Rover+InMotion+identity+ designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London-04
Jaguar+Land+Rover+InMotion+identity+ designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London-04
Jaguar+Land+Rover+InMotion+identity+ designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London-04
Jaguar+Land+Rover+InMotion+identity+ designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London-04

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

Next project