Signed by Commonwealth//WMcCann, the brand’s new moment features a revamped identity and new colors
Chevrolet has started the countdown to its 100th anniversary celebration in Brazil by presenting its new communication positioning, “Together in direction”, which replaces “Find New Paths”.
The film signed by Commonwealth//WMcCann, a division of WMcCann responsible for exclusive Chevrolet service, has an electronic rhythm sound identity co-created with Tropkillaz. The campaign narration was done by Marcos Mion.
The campaign to launch the new positioning took place during the Fantstico commercial break, on Globo, last Sunday (14).
This new chapter in Chevrolet’s legacy represents a dynamic response to ongoing transformations in the automotive industry and changes in consumer profiles. We worked on several researches globally to build the new signature that presents how the brand is committed to fulfilling its vision of being a pioneer in innovations that move and connect people to what matters, said Chris Rego, executive director of Marketing at GM of America southern.
More than the launch of the new communication signature, Chevrolet’s identity will also undergo changes. The brand starts to use the traditional tie in a minimalist way, primarily with the outline application. In addition, brighter colors will also be adopted and a new font.
Revamping and repositioning the Chevrolet brand, which will soon turn 100 years old, was a great opportunity for the team, both in Brazil and globally. Our objective was to make her even more human, more alive, younger, making her communication more tangible, more people and more real life. This construction was based on a global alignment that brought even more creativity and spontaneity to such an emblematic brand, explained Eduardo Cabral, general director of the General Motors center at Commonwealth//WMcCann.
The change will happen gradually. with the new signature and visual identity beginning to be used in all of the brand’s communication campaigns.
Throughout 2024, the new applications will begin to be implemented in the various channels with the customer, such as the Chevrolet website and a new project for dealerships is also planned.
