Dunlop

Founded by an English inventor, Dunlop is one of the world's leading manufacturers of high-performance tyres, producing nearly 200 million tyres each year. Dunlop has been leading innovation and breakthrough technologies in the industry for over 125 years.

In 2004 Dunlop needed to update its brand strategy to re-establish its credentials as the true high-performance tyre brand for passionate drivers and to fight off competition from Pirelli and Michelin.

Dunlop had a distinguished history and strong reputation for quality, but needed to create a fresh image and to appeal to drivers under thirty five who care about performance.

Geraldine McGovern, Dunlop UK Brand Manager, asked Fitch:London to develop graphics, typography, photography and illustration style, as well as brand experience materials for physical environments, and tone of voice to help Dunlop ‘connect with a younger audience’ and ‘encourage younger drivers to ask for Dunlop tyres when buying a car’.

Simon Moriarty, Design Director at Fitch:London said: "We're aiming to take the brand to a new place - building on the positives of the past, but evolving them in a way that radically changes overall perceptions of the Dunlop brand."

As a Senior Designer at Fitch I helped to develop a new look and feel across a range of applications including merchandising, film and trackside livery, to take the brand experience beyond traditional tyre and automotive environments. The aim was to evolve Dunlop’s heritage in innovation, performance, safety, and durability in a way that would change perceptions and ignite lifestyle elements of the brand for young driving enthusiasts.

A dynamic reinterpretation of the Dunlop yellow line into ‘the road to freedom’ became the core visual element behind an edgier, more urban image, that led drivers out of a city full of restrictions to the space and thrill of the open racetrack.

I created a storyboard that became the Dunlop-sponsored BTCC TV title sequence – a visually striking, energetic mixture of live action and animation. In this sequence I made the yellow line the visual link between the worlds of the city and the race track, and the starting point for the visual expression showing the relationship between tyre and tarmac.

Once I had completed the storyboard, it was clear how to extend the brand language to other areas including merchandise, track livery and a mobile café. Bold black and white photography and gritty live action formed the basis of the new style. The end product was a suite of identifiable brand elements and symbols that Dunlop could own.

In 2003 Dunlop became the sole tyre supplier to the British Grand Touring Championship, a high-profile, high-performance racing automotive event. Based on the storyboard I had created, I directed a production team at MPC to film the live action and combine it with animation to create the opening sequence to the race and the bumper sequences that were shown in the ad breaks of the BTTC championship on ITV in the summer of 2005.

Dunlop UK Brand Manager Geraldine McGovern commented: “The growing popularity of the BTCC and the exposure it receives give us a perfect opportunity to be in front of our target audience of keen driving enthusiasts. Looking at past returns in terms of advertising worth, the BTCC was top of our list and we are genuinely excited to be an integral part of this great championship.”

BTCC Series Director Alan Gow said: “What is especially pleasing, and very important to appreciate, is that this is not merely an extension of the motor sport partnership that exists between the BTCC and Dunlop. It is very much a corporate brand-awareness programme, with Dunlop utilising the high-profile of the BTCC in order to further promote its powerful brand name.”

Further building on the TV and print advertising campaign ‘Drivers Know’ created by McCann Erickson, Fitch also contributed to Dunlop’s first 50-strong merchandise collection, called Dunlop Originals, which included a selection of clothing and accessories.

The collection was showcased on the website drivers know and sold trackside at Dunlop-sponsored British Touring Car Championship events. Visitors took a break at ‘Café Dunlop’ where they explored displays featuring great reads for the passionate driver, the best driving films ever made and the ideal musical accompaniment to the perfect drive.

The 3D environment created from our brand language style by 3D designers at Fitch was awarded 'Overall Stand of the Year Award 2005' at the NEC Autosport International exhibition.