CASE STUDY
Collaborated with strategy to translate Chevy’s Find New Roads campaign catalyst.
Client: Chevrolet
Where: Goodby Silverstein
What: Find New Roads Strategy Visualization
Audience: Internal
My Role: Design Direction, Strategy, Copywriting
GOAL
All of the branches that stem from Find New Roads originate with the tradition of “American Ingenuity.” We aimed to standardize our definition for global strategist alignment.
CHALLENGE
With a global workforce, ingenuity carries varied connotations across locations. How should the definition be framed in the context of the automaker?
Historical and cultural differences
Technical ingenuity can depend on economics
Language and translation discrepancies
Strategic Partner: Allen Bukoff
SOLUTION
Through research, exploration, and design, our version of ingenuity was defined by establishing a collection of visual building blocks.
CONCEPT
“Ingenuity = Ability x Will”
Project: Ingenuity
INGENUITY ICON
ABILITY PARENT ICON
ABILITY CHILD ICONS
WILL PARENT ICON
WILL CHILD ICONS
DECLARATIONS
Ingenuity is a universal human trait. Where ever there are humans you’ll find them solving, fixing, doing — with ingenuity.
Ingenuity is a function of Ability and Will.
Culture and environment shape ingenuity, leading to its global variations. Different problems, resources, and priorities result in diverse expressions of human ingenuity across time and place.
DEFINITIONS
Ability /
Ingenuity takes an intangible kind of talent. This talent isn’t usually easy to spot. But you’ll know what you’ve seen after witnessing the results.
The Experimental Intellect:
Don’t take anything for granted. If it breaks, fix it. If it doesn’t exist, make it from scratch. Use your head and be an innovator.
The Dexterous Autodidact:
Learning how to do things is key. Pull it apart and put it back together. However you do it, be a do-er not a do-ee.
Will /
Ingenuity takes more than smarts. It needs the desire to get it done at all costs. As soon as someone says it can’t be done, the process of doing it begins.
The Epitome of Optimism:
When all else fails, try again. Not just once, but forever. Rarely is the mark hit on the first shot. The secret of the bullseye is telling yourself it’s no biggie.
The Fearless Approach:
Sometimes ingenuity is the result of not knowing what’s ahead, but doing it anyways. Ignorance can breed blissful progress.
DESIGN POV
Taking inspiration from the 1976 American Bicentennial, the bold colors and thick lines are juxtaposed with a playful set of variables that make up the “ingenuity equation.”
The work of Herb Lubalin is also an obvious touchpoint. It’s got the classic American confidence, but without the ego-baggage.
