The challenge: Update and extend a brand personality without changing it
Creating a brand story, visually and verbally, and extending it across channels is exactly how Graphica helps Airstream, maker of the classic American travel trailer. Of course, cultural icons need to be treated with both care and imagination, and our work demonstrates how to incorporate brand history with current lifestyle appeal.
Our solution: Draw the look and feel directly from the product
The connection Airstream owners feel with their trailers is as unique as the brand’s timeless product design. It was only natural, then, to extend the product design throughout brand communications in countless subtle ways, from hints of rivets and round window shapes to the appeal of signature silver/aluminum coloring. But rather than use these elements to just describe the product, we employ them to communicate the endless diversity of lifestyle applications, from mother-in-law suite to man cave to mobile recording studio. (All of which also requires us to use our considerable experience in working with talent to come up with models and wardrobe to realistically represent the varied lifestyle possibilities.)
A comprehensive, compelling tone, look and feel for the brand that can be incorporated easily and consistently by the client’s PR, electronic marketing and social media groups (yes, at Graphica we do play well with others).