Ariel Motors

Launching Ariel:
Our team showcased Ariel's nimble Atom 4, a minimalist car, boasting supercar-level performance, garnering extensive press coverage from renowned outlets like Jalopnik, The Drive, Road & Track, Hagerty, MotorTrend, as well as Car and Driver, during the brand’s American launch.

The Brief:
Ariel Motors, a venerable automotive brand with roots tracing back to 1871, has undergone a remarkable transformation, transitioning from bicycles and motorcycles to crafting high-end sports cars. Ariel's moment in pop culture arrived in 2004 when Jeremy Clarkson, of "Top Gear" fame, had his memorable encounter with the Atom.

In the year 2020, Ariel set its sights on introducing the Atom 4 to North America, sparking the need to "relaunch" the Ariel brand in this market. While Ariel boasted a dedicated niche following, it remained relatively under the radar in the United States. Our mission was clear: make the brand more appealing to the American audience while preserving its core essence.

The Process:
The creative journey began with a comprehensive understanding of Ariel's heritage, audience, and aspirations. By taking a hands-on approach to researching the market, and customer demographics, we were able to tailor the story to Ariel’s unique clientele.

Establishing the Story and Concepts:
Brand Essence: The core message was distilled into "No doors, no roof, no compromise," encapsulating the essence of the Atom.
Persona Definition: We identified the brand's persona as a bold rebel with an unapologetic, independent spirit, and an interest in engineering, and mechanical function.

Deliverables:
Our creative mission extended to a range of deliverables designed to redefine Ariel for the North American audience:

• Brand and Logo Design: A fresh visual identity that captures the essence of the brand's engineering-centric spirit.

• Catalog: A comprehensive catalog that serves as a showcase for Ariel's product portfolio.

• Press Release: Engaging press releases crafted to introduce Ariel's latest offering to the world.

• Spec Sheet: Detailed spec sheets highlighting the Atom 4's technical prowess.

• Digital Design: A cohesive web and email design strategy that reinforces Ariel's identity.

• Apparel and Livery Design: Branded apparel and vehicle liveries that reflect Ariel's bold and innovative spirit.

The creative journey of relaunching Ariel was a testament to the power of storytelling, design, and strategic thinking in transforming a brand, and igniting a renewed passion among its audience.