New art direction and
strategy communication 2021
Role: Graphic designer, concept creator
Everything seen on this page is a property of the Formitas Group (BBDO, Goodvertising) ©
In 2021, Citroen headquarters announced new communication along all sales channels, accordingly we (Formitas group) prepared a new strategy and communications for all of the Citroen Aftersales materials and updated all of the logotypes within the brand (Citroen Club, Assistence etc.).
The creative part was done by our Creative Director developing one approach and myself the other. While developing we merged his style of lines with my colour theory for the brand. This was followed by my main job which was creating visuals (concept + design) for all of the messages.
A new communication style of Citroen sales has a graphic background with the highlighted car as the main element on the visual.
Following the same logic, in the Aftersales we created our own backgrounds with the main elements being the car accessories or a visual presentation of the message.
The first concepts as well as the separation of the three main columns of Citroen Aftersales into three colour schemes:
-Brand level is the blue hues
-Citroen Club (MCP) into turquose tones with green and nude accents
-Promotional products and car accessories includes the bright yellow, orange and red tones
Colour choice is based on colour theory and statistics of most clickable colours in the digital world of sales.
End execution for 1st column: BRAND LEVEL
Here we communicate the Car Services and the advantages of using an authorised car service.
First Visual: Instead of calling a taxi they offer you a replacement vehicle.
Second Visual: the old saying in Slovene goes: "Everything will go as smooth as butter" (it will be without complications). If you choose the authorised mechanics your car will run as smooth as butter.
Our mechanics are the doctors for your car (diagnosis and accuracy)
End execution for 2nd column: MCP LEVEL
(My Citroen Plus - Loyalty Club)
Green hues with nude accents
Two visuals for the same message, Free Assistance (on and off road) when you are a part of MCP
End execution for 3rd column: PROMO LEVEL
All of the products and accessories for the car
Use of warm colour that people notice and interact with faster.
Organic and promo social posts for: PROMO level
Mailing templates and custom header for ceach email
Organic social media posts with sponsorships of the Nordic Skiing Team.