Toyota

Toyota is the leading car brand in the UAE and the world (Brand Finance). Almost every second car on the UAE’s roads is a Toyota, with 41% market share. The brand is synonymous with reliability and dependability. However, over the past 5 years it is experiencing ever increasing competition from the Korean car brands (Hyundai and Kia) as well as Nissan, all whom have global brand standards and strategies guiding their brand building locally.

Moving People

Based on research and workshops we defined the brand’s purpose – ‘To move people’. It is a purpose that takes the brand from being ‘The Rational Choice’ to one that is less boring and complacent to exciting, surprising and emotionally rewarding.

We structured the relationship between Toyota, its vehicle brands (e.g. RAV4, Camry) its divisions (Aftersales, pre-owned, business solutions), and agency brand so that Toyota plays the driver role. We created a Toyota verbal identity’ and Tone of Voice. We created a ‘Toyota visual identity’ that encompasses all the vehicle brands and divisions. We brought consistency and relevance to the identity by creating an Arabic brand marque and custom Arabic font.

We developed a positioning tool to guide the marketing team when launching a new product/vehicle so that each product contributes to building the brands purpose. Created a consistent set of icons and mnemonics for divisions and other assets (such as Toyota Choices). Developed guidelines to reinforce the consistent application of the new visual system.

Awards

Transform Awards 2014

Gold > Best brand consolidation
Silver > Best brand evolution

What we did

Assessment & Audit, Brand Architecture, Brand Identity, Brand Marque/ Logo, Brand Naming, Branded Environments, Customer Experience, Customer Journey Mapping, Design Implementation, Employee & Customer Engagement, Guidelines, Issue & Opportunity Framing, Strategy, Visual & Verbal Identity