Agency: Leo Burnett
Role: Design Direction, Design
Year: 2020
'Designed for Joy' was the new brand platform for Honda Australia. The idea is that everything Honda does is designed to create some form of Joy.
A new platform was needed to bring it to life. And with just eight-short-weeks we worked rapidly to define a new look-and-feel for one of the biggest automotive companies in Australia.
With a strong focus on typography, bold product photography, animation and a confident, quirky tone of voice, we pushed the Honda brand into a progressive forward-thinking digital world.
Role: Design Direction, Design
Year: 2020
'Designed for Joy' was the new brand platform for Honda Australia. The idea is that everything Honda does is designed to create some form of Joy.
A new platform was needed to bring it to life. And with just eight-short-weeks we worked rapidly to define a new look-and-feel for one of the biggest automotive companies in Australia.
With a strong focus on typography, bold product photography, animation and a confident, quirky tone of voice, we pushed the Honda brand into a progressive forward-thinking digital world.
The System
Product
Typography
Colour
Layout
Motion
Photography
Product
To create cut through in the crowded car category we use a mix of CAD (Computer Aided Design) and real-world footage to present the product and it’s benefits in a more memorable and premium light.
Typography
A bold new typeface 'Roobert' was introduced as a key element of the new Honda brand. Appearing in both upper case and sentence case it connects the white world and real-world elements with fast-paced type animation.
Colour
Black type on white is one of the cornerstones of the entire design system. Other colours are kept to a minimum with a gradient used for highlighting key words and Honda red used only as an accent colour.
Layout
Behind the minimal design system there is one key layout principle, symmetry. From the product to the headlines, everything is balanced and centred – ideal for dynamic type animation.
A flexible design system paired with a carefully crafted dynamic display structure makes it super easy to speak to the right people about the right products at the right time.
Motion
Sharp, clean, symmetrical and purposeful, animation is used to unpack the benefits of owning a Honda in a joyfully dynamic way.
Photography
By capturing joyful human moments in the most natural and authentic way possible we’re able to avoid car category cliches and personify the joy of owning of a Honda.
