PROUD PAST, BRIGHT FUTURE
As the largest automotive market in the world, China is a hugely crowded and competitive market. JETTA is designed specifically to provide affordable German design and engineering to compete with locally manufactured entry level brands. With first time-buyers the primary audience, this is an important offering given the desire and perceived value of German car brands.
While China has changed significantly in the decades since – JETTA’s purpose has not. The challenge lay in revitalizing the spirit of its pioneering days and reinventing JETTA with a younger personality, modern design language and attitude to appeal to a younger audience on a channel where they spend most of their time – mobile.
At the core of JETTA’s visual identity is a signature two-line graphic representing the brand’s “Proud Past, Bright Future”. This recognizes the model’s legacy and its transformation into a new sub-brand. The flexible supergraphic is integrated into a modular layout system that allows easy applications for all channels. Meanwhile, JETTA’s people-centric image style captures authentic life moments. Backed by a bold color palette, the overall visual feel is energetic, optimistic and young.
Recapturing its pioneer spirit, the JETTA brand goes beyond visual with a new sound signature that is confident and dynamic. Light tones capture the playful positivity of youth, while bassier notes evoke sure-footed confidence. Structurally, the sound follows the signature graphic, aurally building and opening towards the end.
Senior Brand Manager: Jasmine Ran
Senior Client Manger: Jiang Wenwen
Creative Director: Sally Anderson
Associate Creative Director: Siuming Leung
Designer: Yafei Wang, Mondo Meng
Motion Designer: Meimei Luo
Associate Strategy Director: Owen Li
Senior Brand Consultant: James Watsonkrips
Brand Consultant: Lori Luo