Brand direction, content, original music
BRUTE Jeeps: A new direction
A new content direction for a custom Jeep brand, without the usual mud and hard-rock clichés. I led the online audit, guidelines, art direction and created original music.
BRUTE Jeeps customizes vehicles around each buyer's preferences and has grown into the largest official custom Jeep retailer. They were, however, lacking an online presence that reflected the young, eccentric spirit of its audience and stood apart from other off-road brands.
An online audit showed that the communication needed a clearer direction. We developed guidelines around the brand's values and adventurous mindset, moving away from the familiar tire, mud and hard-rock visual language used throughout the category.
Alongside the strategy and art direction, I produced original music for the videos so the sound felt as tailored and custom as the vehicles themselves. The result was a more distinctive content system that gave BRUTE a clearer place in a crowded market.
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