Lynk & Co Brand Identity Refresh
To ensure Lynk & Co’s identity still stands out as a challenger, and memorable brand within today’s automotive landscape. A brand expression refresh was an important part of my role as Head of Brand & Creative Director at Lynk & Co.
Services
Brand DNA, Brand Identity Development & Design, New Brand Portal & DAM.
Lynk & Co FTE
Head of Brand &
Creative Director
Credits
Code d'Azur
Frontify
Lynk & Co Team
Vibrant, Progressive & Impactful
Lynk & Co is vibrant, progressive, and impactful. Striving to ensure that every interaction with Lynk & Co delivers this experience. To build an emotional connection between our customers and the Lynk & Co brand.
Our goal is for the Lynk & Co overall brand expression to stand out in the automotive sea of sameness. With the launch of multiple new car models in a short time and more to come, it was a perfect time and opportunity for a refresh of the brand and to stand out in the traditional automotive landscape.
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Research & Explore
We conducted audit of existing guidelines and a competitor analysis to identify gaps in current guidance, and seek new relevant opportunities for an evolution of the Lynk & Co visual and verbal brand expression.
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Develop & Systemise
We developed a dynamic and evolved and expression by establishing clear brand identity visual and verbal foundations. We did so by refreshing foundational brand elements like logo, type, grid, colour, and voice & tone to a cohesive and distinct Lynk & Co brand identity.
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Apply, Guide & Publish
We created user-friendly foundations for each element and applied them across all assets. Developed templates and guidelines for new asset creation to ensure Lynk & Co customers experience a vibrant, progressive and impactful brand in every interaction. Making all available on a new brand portal.
Lynk & Co x Frontify
For the Lynk & Co brand to become consistent we worked with Frontify to create a space where “all that is Lynk & Co” was available and easy to access from one portal, both from an internal and external (new retailers) perspective.
