We pitched and won the Lotus global account with a strong new positioning and modernised Brand Identity.

Under new Chinese ownership Lotus needed to keep its integrity as a maker of lightweight sports cars, but expand into new sectors and customer bases. Die hard petrol-heads needed to co-exist with more culturally driven buyers.

I wrote ‘For the drivers’ as a brand line with simple conviction. Everything was focused around the driver experience, and enabled stories to be told from that perspective.

Core narratives of performance through lightness, connection to the road, and form following function remained, but were told through a more contemporary lens. Accompanied by a new logo, typeface and design system.

The launch of the all electric Evija hypercar gave us a powerful moment to demonstrate the new approach, and dial things up to the max.

This was closely followed by the launch of the more mainstream Emira, ‘the most successful Lotus launch ever’ selling out global markets for 2.5 years. And paving the way for further expansion into the performance SUV and saloon markets.