STRATEGY

The diagnostic investigation involved in-depth interviews with company executives, end consumers, and dealers, as well as market and competitor analyses. Throughout the process, examining the lessons learned, we identified a unique strength of Citroën since its inception: the vision of André Citroën. A visionary, over 100 years ago he already saw urban mobility as a means of communication between people and society. Furthermore, as the most collectible car brand in the world, Citroën achieved this status through its unique design, its provocative history, and its constant innovation. A brand that was not born to be well-behaved, but rather to be authentic, with the purpose of driving originality.  

We evolved internal product guidelines that addressed consumer pain points and created the four Cs that make up Citroën's Value Proposition. With attractive design and function, a comprehensive pre- and post-sales journey, an intelligent cost system, and a presence everywhere – including in unexpected places – we arrived at a Cool, Comfortable, Clever, and Close to People experience. Based on Citroën's purpose and history, we unfolded its DNA and identified an irreverent, creative, shrewd, and vibrant personality. A brand whose presence is striking and unforgettable. We translated this DNA into a positioning that invites people to experience their own originality.  

CREATION

Globally, the brand underwent a rebranding, returning to its origins and reclaiming a creative and innovative approach. We adapted local elements to Brazil to meet the country's challenges. We enhanced this change through a greater presence of red and white, further strengthening the brand in the eyes of the public. We created the Fantastic World of Citroën: an exciting universe of an original brand.

The Chevron, which accompanies the story, also comes to life in graphic design. Photographs taken from unusual angles highlight the cars and people with irreverence and creativity. We have built a Verbal Universe that aims to provoke originality with good humor, attitude, confidence, and enthusiasm. With expressions like "whoever invents fashion, invents the route," "we run from common sense even when stuck in traffic," Citroën extends an invitation: live life à la Citroën. A powerful Verbal and Visual Universe built from a visionary story. In a competitive environment of conservative, undifferentiated, and self-centered brands, Citroën was born to be irreverent and different, with an exciting experience and a traffic-stopping design.