A refresh that changes the look without spending the heritage
New look, same standards — the line that lets a legacy brand modernise without asking customers to take a risk.
- Client
- Dunlop
- Industry
- Automotive & Mobility
- Scope
- Brand Campaign
- Year
- 2025
The challenge
Refreshing a heritage brand is a trust problem. Change too little and nothing registers; change too much and decades of accumulated confidence are quietly discarded along with the old artwork.
What we did
- Organised the campaign around an explicit reassurance — new look, same standards — so the change is announced and defused in the same breath.
- Made heritage the argument rather than the wallpaper: built on decades of trust, engineered to endure.
- Set a cinematic black-and-yellow world that reads as premium performance without abandoning the marque's recognisable cues.
- Kept the promise short enough to travel — taking you beyond — so it works across formats and markets.
Outcome
What changed.
Qualitative where we don't yet have the client's clearance to publish figures. We'd rather say less than overstate.
Modernised without discarding heritage
Change announced and reassured at once
Cinematic performance world
One promise across formats
The full piece
All 2 pages.
Use the arrows or your keyboard. Every page as delivered.
Page 1 of 2
More work
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Pakistan's largest tile brand runs three separate products. The job was making a customer move through all of them without ever feeling handed off.
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Someone tracking one vehicle and a fleet manager buying hundreds want opposite things. Most telematics sites pick one and lose the other.