Having pitched and won the Bentley Global account, we developed a new Brand Platform and refreshed their Brand Identity.

There was a need to improve brand consistency, and unlock transformational growth, keeping existing customers engaged, while growing a new younger more culturally aware audience.

The ‘Gen B’ Brand Platform connected the ‘protect and grow’ luxury audiences through a shared mindset, and encouraged strong community connection with the Bentley brand.

We were given generous access by the VW Group C-Suite to connect all aspects of the brand’s activity. And held accountable by Interbrand’s reporting, which clearly showed our successful brand building.

The first work under the new Brand Platform was a ‘How do you Bentley?’ brand campaign. The open question allowed existing owners to advocate for the brand, while opening the door for re-appraisal and dialogue with previous rejecters.