Cupra: Another Way, 3

Credits & Description:

Client: Cupra
Advertising Agency: Droga5, London, UK
Creative Director: Chris Chapman
Art Director: Matteo Alibiso
Designer: Matteo Alibiso
Account Director: Tom Elias
Studio Director: Tim Larke
Agency Producer: Monika Andexlinger
CG Agency: Wellcom
Photographer: Piczo
Country: United Kingdom
Published: January 2021
Synopsis:
Droga5 London has launched a new corporate and visual identity for CUPRA, the new high-performance car division of SEAT Group, that challenges the conventions of design in the car category. The identity is part of the new brand platform ‘Another Way’ and provides CUPRA with an unexpected modular visual language that shows both the car and driver, quite literally, from a different perspective. The new identity moves away from the visual conventions of performance car advertising, which tend to focus on the same angles, generic empty road locations and rarely feature drivers. Instead, it shows people and places in bespoke boxed-out modules and gives them the same prominence as the car itself - putting the car into real-world context.