REDESIGNED & REVOICED
For years GMC had been using the same CGI’d truck on a white background and were stuck in a world of contextual headlines for media buys in things like Cat Fancy — no joke. While there’s a time and place for contextual ads, it should not be the core of your brand. So, we proposed an overhaul of the brand’s look and voice. Everything from the way the headlines were written, speaking about the vehicles instead of to the publication, to new photographic styles for each vehicle model and an overall new design look to tie everything together. The new branding took GMC from being lost with no message back to its “Professional Grade” roots as a brand that stands above the rest. In fact, the new photography has been featured in both Archive and CA.