One Nissan, every vehicle, every market — a global brand system where each car got its own color, and the grid of all of them together became the campaign.
The brief
How do you make every Nissan feel like the same brand without making them feel the same?
How do you make every Nissan feel like the same brand without making them feel the same?
The work
I designed the backgrounds for each car that became the system's signature. The JUKE went first under "Innovation Unleashed," then LEAF, Versa, Quest, Murano, Altima, all of them slotting into the same logic. The system extended into the style guide that governed it all — TV, print, OOH, dealer, digital, social, direct mail, partnerships, the IFA Frankfurt auto show floor, even the Nissan/Infiniti corporate lobby redesign.
I designed the backgrounds for each car that became the system's signature. The JUKE went first under "Innovation Unleashed," then LEAF, Versa, Quest, Murano, Altima, all of them slotting into the same logic. The system extended into the style guide that governed it all — TV, print, OOH, dealer, digital, social, direct mail, partnerships, the IFA Frankfurt auto show floor, even the Nissan/Infiniti corporate lobby redesign.
Outcome
It ran for three years across every market Nissan was in, the longest unified Nissan brand identity of its era. The style guide kept agency partners around the world consistent. And the color grid became the shorthand for what Nissan looked like, everywhere.
It ran for three years across every market Nissan was in, the longest unified Nissan brand identity of its era. The style guide kept agency partners around the world consistent. And the color grid became the shorthand for what Nissan looked like, everywhere.
