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Subaru Winterfest

PROJECT OVERVIEW

I worked directly with the team at Subaru of America to come up with a winter activation focused on driving customer leads. The tour traveled to multiple winter resorts around the US and featured live music, demos, and showcased other brand partners of Subaru.

For this project, I developed a set of mirrored, commercial-grade mobile activations that were loosely based on a tiny home. Working through operational constraints for winter conditions, I developed fold-out awnings, decking, and a rooftop area designed for live music.

Part of creating the activation was also developing the brand itself. The client was very insistent on using Helvetica as that is part of their corporate identity. So I created a logo that was both rustic and mountain-centric while following their brand guidelines. In order to further bring the brand to life, I created posters, A-frames, tents, and other collateral, as well as photographing the units for marketing.

Working within the brand parameters for a large organization like Subaru North America presented some fun and welcomed challenges. Bringing the event activation to life, and giving it a spirit of it’s own while staying true to the core fundamentals of Subaru’s brand style-guide was an amazing opportunity to undertake. I was able to push Helvetica a bit further than usual and develop an design aesthetic that separated it from the more traditional car advertisements they are known for. I wanted the overall look and feel to reflect traditional mountain culture and the posters to have a nostalgic feel dating back to Subaru’s long history for mountains and adventure.

In true Subaru spirit, and under the umbrella of environmental sustainability we built many of the “rustic” environmental aesthetics from my recently demoed fence pickets.

A flyover of the original conceptual rendering I created