Genesis Brand Launch

Collin Hughes
Challenge
How could Car and Driver + Road & Track help launch a new automotive luxury brand for the first time in 27 years?
Insight
The meaning of the word luxury has evolved. It’s not necessarily about an outward badge, but a resonant and individual experience. Luxury today can be defined as an all-encompassing point of view that respects the nuances of each individual.
Approach
Create an informed, actionable and visual definition of what the Genesis brand stands for in the context of the Hearst Enthusiast ecosystem.
Solution
Make the brand relatable through individual character-driven stories that humanize the brand ethos in film, writing & adventure.
