Create a global communication concept for the launch of Hyundai Tucson, including a visual platform that can act as inspiration for local markets to glocalize within. Embody Hyundai's brand direction ‘Modern Premium’ and the vision of the inspirational inner journey.
How to create a concept that is clear enough to build Hyundai’s core values, and flexible enough to allow for local market’s to maximize their operational space?
Instead of just a communication concept, we gave Hyundai a concept for the entire brand: From A to be. The concept emphasizes Hyundai’s philosophy that the car is not just a mode of transportation – it’s an enabler for a brilliant life. A personal space, within which our target audience can share their feelings and experiences.
We gave the visual platform a natural lifestyle look, and a separate guide to the markets for how to reproduce the platform with local photographers or film production companies. The concept allowed for local caption copy.