Jeep by Sean Chang

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CLIENT

The oldest off-road and sport utility vehicle brand.

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BRIEF

Jeep’s new mission will inspire people to experience the thrill of off-road adventure. This rebrand targets people who want to change up their daily routine. Jeep will help make their adventures more immediate and more captivating than ever before. The new Jeep will encourage them to be brave and catch any opportunity to create their own exciting stories.

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APPROACH

Jeep is not just a vehicle brand anymore. Jeep is a life attitude — a discipline. Over the years, Jeep has tried to provide customers the vehicles that help them travel through the toughest roads. Now Jeep asks them to transform this “off-road ability” into their personal journey. In other words, Jeep wants people to have the ability to overcome any obstacle within their path by adapting their movements to the environment. This can apply to a person’s everyday life, and it can also cause them to look at their environment differently.

If you’re aware of the brand today, Jeep co-brands lunch boxes and boom-boxes — and makes terribly inefficient cars with even worse ratings (yet still has a rabid fan base). Sean did a fantastic job in identifying that Jeep is less about the cup-holders and sound system and more about the idea of “escape.” In a Jeep, he envisioned a brand that enables you to go anywhere and do anything. This manifested in a mark that has an almost animalistic feel as well as a set of deliverables that broadened Jeep’s vision — from environments to services. The final book is a well-crafted artifact that even “feels” like the new brand, with wood elements and a rough-hewn aesthetic (and a very light, expansive, and lovely layout).— Hunter Wimmer, instructor at Academy of Art University