A brand refresh to unite Toyota across Asia
Toyota Asia
Services
Employee Value Proposition,
Internal Transformation,
Brand Architecture,
Brand Identity,
Motion Design
THE BRIEF
Considerable change and competition demand brave thinking to maintain leadership and connection with new generations of customers.
For the first time in its history, Toyota’s Japanese headquarters set a new global vision, transforming from a car company to a mobility company; working towards ‘Mobility for All’ to better connect with tomorrow’s drivers.
How each global region creatively embodied this vision was their own decision to make. Our objective was to interpret ‘Mobility for All’ as a regional brand – uniting all 17 APAC markets and expressing Toyota’s story with relevance, character, emotion and style.
For the first time in its history, Toyota’s Japanese headquarters set a new global vision, transforming from a car company to a mobility company; working towards ‘Mobility for All’ to better connect with tomorrow’s drivers.
How each global region creatively embodied this vision was their own decision to make. Our objective was to interpret ‘Mobility for All’ as a regional brand – uniting all 17 APAC markets and expressing Toyota’s story with relevance, character, emotion and style.
For the first time in its history, Toyota’s Japanese headquarters set a new global vision, transforming from a car company to a mobility company; working towards ‘Mobility for All’ to better connect with tomorrow’s drivers.
THE SOLUTION
Inspired by the Toyota customer’s common desire to move forward, both individually and collectively, we established the positioning ‘The thrill and joy of moving together’ to embed missing elements of excitement and emotion across the entire brand.
This translated to a free-flowing, dynamic brand identity drawing audiences through all Toyota touchpoints and experiences with joy, excitement and positive energy.
An irreverent script typeface was crafted and applied with freedom and attitude, amplifying messaging while disrupting the underlying design grid to ‘dial up the volume’ across communications, supported by a flexible toolkit to further inspire a sense of creativity and freedom.
This translated to a free-flowing, dynamic brand identity drawing audiences through all Toyota touchpoints and experiences with joy, excitement and positive energy.
An irreverent script typeface was crafted and applied with freedom and attitude, amplifying messaging while disrupting the underlying design grid to ‘dial up the volume’ across communications, supported by a flexible toolkit to further inspire a sense of creativity and freedom.
THE RESULT
‘Move your world’ performed very strongly in consumer testing across the region, and was strongly aligned to the brand strategy and future direction of the business. We presented all the rationale to the distributors, with majority of markets adopting the new tagline.
The power of a regional tagline is the common expression of a brand, a more consistent brand across the region, as well as more efficiency in creating assets / a deeper story around the tagline.
Creating a united, regional tagline was a huge achievement and a monumental example of stakeholder engagement and a successful process.
Services
Employee Value Proposition,
Internal Transformation,
Brand Architecture,
Brand Identity,
Motion Design
“More than a marketing campaign, T-Move brings us all together with a clear line for our future and how we will win and maintain customer loyalty.”
HAO TIEN, CHIEF OPERATING OFFICER, TMAP
“This is about the evolution of our company into the future and the steps we need to take today.”
HAO TIEN, CHIEF OPERATING OFFICER, TMAP
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