GAZOO RACING asia toolkit
Role: Art Direction
Agency: Havas Play
Client: Toyota Gazoo Racing
Project Overview
For Toyota Gazoo Racing, I structured the regional brand toolkit to translate the brand's high-performance motorsport DNA across the Asian market. Rather than allowing for fragmented regional assets, the framework was systematically built to streamline formats and unify the visual identity for all Asian countries. The goal was to empower local marketing teams with a highly usable, plug-and-play system that captured the raw energy and precision of the brand without sacrificing global equity.
Toolkit Architecture: Guided the structural format and strategic organization of the brand toolkit, ensuring that complex global guidelines were distilled into an accessible, streamlined system for regional deployment.
Visual Curation & Art Direction: Scoped and sourced the ideal photography and visual assets that most authentically reflected the speed, grit, and premium engineering of the Gazoo Racing brand.
Regional Standardisation: Developed a cohesive framework that balanced strict brand consistency with local adaptability, enabling multiple Asian countries to easily adapt and scale their campaigns across diverse touchpoints.
