Innovation Lab

Changing a brands perception by immersing users in technology stories

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In brief.

Jaguar Land Rover approached us to help create a highly scalable, immersive experience to change the public’s perception of both brands in terms of technological innovation.

Jaguar Land Rover wanted more customers to know about the leading edge technology and innovation in their cars.

Both brands are well known for their emotive design, luxury craftsmanship and British heritage but their history and approach to innovation has not been promoted as strongly as it should.

British Driving Genius.

By looking strategically at the current state of the Jaguar Land Rover (JLR) brand against their key competitors, and identifying a differentiating overarching message. The idea of ‘British Driving Genius’ was revealed, which was conceived to cover both the individual and innovative thought and processes that go into development at JLR.

The positioning champions a warmth and human element that JLR’s key competitors are missing, presenting an opportunity to engage with their customers in an individual way.

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Evidence based design.

When defining the audience we needed to talk to, we had a good head start. Jaguar Land Rover (JLR) constantly researches and monitors brand sentiment across the whole automotive industry and not just the Jaguar Land Rover brands.

Extensive analytical input coupled with qualitative research from focus groups and third parties such as JD Powers, gave us a good start in defining KPIs for both brands.

Developing user journeys

Attract. Immerse. Engage.

Here’s a short promo film from Geneva Auto Show, showcasing all the technology touch points we created.

Executive Summary.

Fast forward nearly 4 years since the initial concept phase, Innovation Lab has evolved year on year to accommodate new emerging technologies and product stories to stay relevant in the current automotive industry. Bringing to life some of the lesser known innovations like Cabin Air Cleansing, huge in the Asian markets, incredibly advanced headlight technology and recently most prominent innovation stories around the future of electric vehicles.

This case study barely touches the surface of the amount of work the team put into Innovation Lab, but hopefully highlights some of the most successful touch-points I had the pleasure of designing and developing alongside the technology teams at Jaguar Land Rover and Imagination.