BRUTE Jeeps: A new direction
A new content direction for a custom Jeep brand, with the goal of moving away from the usual mud and hard-rock clichés. I led the online audit, guidelines, art direction and created original music.
The brief
Give a custom Jeep brand an online presence that reflects its audience.
What mattered
The audience’s young, eccentric spirit was poorly served by the category’s familiar mud and hard-rock imagery.
The idea
Use a tailored content direction based on the brand’s adventurous mindset.
My part
I led the online audit, guidelines and art direction, and composed original music for the films.
What followed
The delivered guidelines, films and music established a repeatable direction for BRUTE’s online content.
BRUTE Jeeps customizes vehicles around each buyer’s preferences. Its online presence needed to reflect the young, eccentric spirit of its audience and stand apart from familiar off-road imagery.
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 composed original music for the videos so the sound felt as tailored as the vehicles. The guidelines, films and music gave BRUTE a connected direction for future content.
