The Call of Adventure
Award: Wood Pencil
Wood Pencil / Direct / Press & Outdoor / 2023
Award: Shortlist
Shortlist / Graphic Design / Posters
Jeep wanted to reinforce its values of freedom and discovery among its audience in a way that no other brand could copy. Hidden in Jeep's identity was the language of explorers – Morse Code. The dimensions of the Jeep logo informed a new Jeep Morse Code Font, while a series of signals and a manifesto were developed to call people to their next adventure. The graphics turned every touchpoint into an interactive experience that drove engagement. People translated the Morse Code signals, created their own signals, and started new adventures by booking test drives.
