All 4 the Driver

When Subaru came to Principals to update its identity, the goal was to grow its market share. But what quickly became apparent was that to do it, the brand needed to focus less on the incredible design and technology in their vehicles, and more on the feelings they created for the driver.

As Head of Writing at Principals, I was asked to create a verbal identity that would bring to life the ‘All 4 the Driver’ promise in a more human and emotionally satisfying way.

Drawing on the idea that being all for the driver really meant being for all the excitement and enjoyment a Subaru driver experiences behind the wheel, Subaru’s headline structure was not only a key part of their brand voice, it was the focal point of their advertising, brochures, website and in-store experiences.