yuasa Battery
sharpening the edge
After nearly a decade of the same brand message, this world-class power sports battery company was searching for a brand pivot. They wanted to appeal to a younger demographic with a grittier tone.
The client asked us to show them several concepts of new brand messaging. They also asked for a range of tones from slightly younger to “as brash as possible”. I saw an opportunity to stretch the teams creative muscles and include each team member’s creativity in a high profile international brand’s campaign.
A Friendly Contest
Each Designer on the team produced 2 new original concepts, ready to ship to the client. Then we conducted a series of group critiques, refining the options. The final pieces were a combination of everyone’s work. This provided a sense of investment from everyone on the team.
A Multitude of Assets
The Yuasa campaign featured a multitude of assets, including print design, animated Google display ads, static display ads, and a set of instructional videos for the corporate YouTube page. This required the entire team to quickly expand their skills to include everything from storyboarding to animation.
Team Skills Growth
The Yuasa campaign became a growth experience for all of us. The diversity of the assets needed required that every member of the team reach beyond their creative comfort zone, and throughout the campaign, there was a palpable spirit of teamwork and collaboration as we all learned new skills together.
Variations developed by the team
video production
with a graphic design team
The design team really came together around the production of a set of instructional videos for Yuasa. Although none of us had a background in it, we all learned together about the challenges and processes of video production.