Work / Brand identity, brand voice and website
The Car Compass
A YouTube channel for US car buyers, given a mark, a voice and a website built around one instrument.
The brief
The Car Compass films new cars side by side, trim against trim, so buyers can see what the extra money pays for. It needed an identity that works on a video thumbnail, on a cap and on a website, and a site where a viewer can go from a brand and model to every video on that car.
What we cut away
Everything except one idea: a tachometer that is also a compass, with the needle resting in the redline. No slogan, no monogram and no gradients, so the mark can be stitched or printed in flat colour. The website repeats that one dial instead of adding new graphics, and the voice stays as plain as the question on its homepage.
What we delivered
Next project