The new Land Rover North America, Inc. (Land Rover) website has been redesigned to accommodate a new corporate branding initiative, while at the same time expanding the user experience. On this site a user can find up to date information about Land Rover vehicles, request literature and "Craft a Land rover" of their own. The creative goal was to design a site that intrigued and educated the user on Land Rover and SUVs in general. The approach to deliver this goal was to create a look and feel that is refined and grounded to appeal to the sensibility of this upscale market of Land Rover. The design elegance and warm, rich tones goes well with dichotomy of Land Rover vehicles for being both luxurious and rugged.