When Subaru came to Principals to update its identity, the goal was to grow its market share. But what quickly became apparent to Principals strategists, was that to achieve it, Subaru – as a brand and as a business – needed to focus less on the incredible design and technology in their vehicles, and more on the feelings they created.
As Head of Writing at XXVI, I was asked to create a verbal identity system that would bring to life the ‘All 4 the Driver’ promise in a more human and emotionally satisfying way.
The result was an identity that quickly became synonymous with Subaru, dramatically lifted brand recall, and inspired award-winning advertising campaigns – not to mention changed the entire culture of Subaru to be focussed less on the car, and more on the driver.
