Chevron

Fueled By Possibility

This was the start of Chevron’s Brand Platform. Unfortunately, we were not able to finish this work. From our many taglines, “Fueled by Possibility” was chosen. This was my concept for this tagline, using Chevron’s logo and car characters.

VML (Wunderman Thompson)

ECD: Kristine Baumgardner

CD: Brandon Pershern, Chelsea Zipperer

CW: Ethan Nelson

AD: Mihika Murdeshwar

Version 1: Inspired by the Bauhaus look, I wanted to work lined around characters/copy. Making them into arrows pointed to the right to signify progress.

Version 1: Inspired by the Bauhaus look, I wanted to work lined around characters/copy. Making them into arrows pointed to the right to signify progress.

Changed lines into a retro comic look, the line still works around the character but is more prominent.

Changed lines into a retro comic look, the line still works around the character but is more prominent.

How do we incorporate more of the Chevron? Placed the Chevron as a background to the character instead. The line work was placed within the background.

How do we incorporate more of the Chevron? Placed the Chevron as a background to the character instead. The line work was placed within the background.

Final: Line work was too busy. Simplified the background, increased the Chevron’s size so it’s less obvious.

Final: Line work was too busy. Simplified the background, increased the Chevron’s size so it’s less obvious.

Concept in Action

The blue shape is the Chevron, I wanted to use it as a subtle stage/BG for the characters. Here are some examples of what this concept may look like in POP, HTML (300x600 and 728x90), and OOH.