Premcar Warrior

Developing a new stand-alone ID for an already legendary brand, without leaning on their global equity, required going a bit off the beaten path. 

THE CHALLENGE

Conquer the launch of an off-road offshoot.

The WARRIOR range is a new offering of specialised factory-modified Nissan vehicles converted through Australian auto engineering experts Premcar. As a local partnership, this hard-core off-road collab required a new brand identity designed separately from the global Nissan brand guidelines – and needed to meet crazy-tight vehicle launch timelines. 

THE APPROACH

Create a new legend for a renowned brand.

Brand strategy for this project required traversing a precarious path. It was vital to draw on the heritage and pedigree of the iconic Nissan brand marks of Navara and Patrol. Yet at the same time, the brand needed to express a stand-alone identity that felt bespoke and tailor-made for an Australian audience. 

THE OUTCOME

A new roadmap for a new vehicle segment.

We worked closely with the Nissan team to build a new brand identity from the ground up and at speed. Parallel teams focused on simultaneously designing and developing the new website and producing all supporting advertising, social and launch collateral in time for the new vehicle launch.