SubieCrew Ambassador Program
Branding · Logo Design · Graphic Design
Client: Subaru
Role: Designer
Years: 2025–2026
Overview
Led the overhaul of Subaru's 10-year-old Ambassador program, reinventing it from the ground up — starting with the strategy (organizing 6,000+ enthusiastic owners around what drives them, not just what they drive) before developing the visual language through moodboards, logo exploration, and a full style guide. The program relaunched as SubieCrew with a Town Hall unveiling the new brand and website.
Final chosen moodboard with design details and example mockups
Final chosen logo after dozens of iterations
Pages from the SubieCrew style guide
Additional assets for the launch
Results
3,500+ applications · 360+ ambassadors chosen · 50 unique chapters
What I Learned
This project reinforced something I keep coming back to: the best brand systems start with why people care, not just what they own or do. Reframing the Ambassador program around shared values instead of car ownership made every visual decision downstream feel intentional and purpose-driven rather than stereotypical.