The brand reset that became the sales reset.

Hyundai couldn’t shake its decades-old perception despite being ranked above Honda and Toyota in overall quality. In focus groups, people would almost pay double for a Hyundai if the badge wasn’t revealed. Clearly, a brand reset was in order. The wildly successful campaign quickly put Hyundai in a sales leadership position when almost all other car companies were having their worst years ever.

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Identity Design


Photography Direction