Staying true to the Jeep’s spirit of discovery, the iconography design project began by exploring hundreds of indigenous symbols and native elements from its world. And then, recreating the iconic design of the Jeep front grill with an experiential surround soundtrack that truly elevated the visual language. This simplistic choreography of these unique elements animated to the rousing beats of an original soundscape was used as a trigger to test drive the new Jeep Compass by elevating the experience of adventure and audacity that Jeep is all about. The audio visual experience was played live in Celica Jeep showrooms during Jeep Compass test drives making people experience the world of Jeep as they felt butterflies in their gut and excitement in their heartbeats.

In a country like India where premium SUVs were primarily owned by people to driven around the city, for leisure rides, the brief was to introduce them to the Jeep life. Offering them an alternative world of off-roading to explore, with the new Jeep Compass. The objective was to convert SUV enthusiasts into fans of Jeep by indulging them in a never-before experience of the adventure, authenticity and audacity that Jeep is all about. Creating a unique experience design ‘Jeep Iconography’ that brought people closer to the legendary ethos of this iconic brand, through sight and sound, gut and heart.