Subaru Ambassador Program
Project Details:
Subaru’s 10-year-old Ambassador program needed an overhaul, both conceptually and visually. Our task was to reinvent the program by leveraging the six thousand enthusiastic owners by organizing around what drives them, not just what they drive. Once the program structure was developed, we honed the visual language through moodboards, logo exploration, and a robust style guide. The program just launched with a Town Hall showing off the updated program and website.
With Subie Crew, the challenge was not just to refresh the look, but to rethink the value of the brand. By starting with the why, the visual system felt intentional and purpose-driven, rather than stereotypical. This work captures what I think makes design successful–creating authentic connection through shared values.
PROGRAM STATS:
3,500+ applications
360+ ambassadors chosen
50 unique chapters
Categories:
Final chosen moodboard with design details and example mockups
Final chosen logo after dozens of iterations
Pages from the SubieCrew style guide
