Toyota Design & Branding ROADMAP TO HARMONY by Saatchi & Saatchi Los Angeles

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Industry Cars, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Saatchi & Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Ryan Jacobs
Copywriter Rich Conklin, Nikhil Swaminathan
Designer Ron Thompson
Released July 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Product/Service: PRIUS
Date of First Appearance: Jul 14 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL:
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Associate Creative Director / Art Director: Juan Bobillo/Matt Titone (Saatchi & Saatchi LA)
Designer: Ron Thompson (Saatchi & Saatchi LA)
Copywriter: Rich Conklin (Saatchi & Saatchi LA)
Director of Integrated Production: Tanya LeSieur (Saatchi & Saatchi LA)
Senior Producer: Amanda Miller (Saatchi & Saatchi LA)
Account Director: Marrisstella Marinkovic (Saatchi & Saatchi LA)
Media Partner: (GOOD)
Site Design / Development: (For Office Use Only)
Copywriter: Nikhil Swaminathan (GOOD)
Producer (Videos): Eve Marson, Max Joseph (GOOD)
Field Producer (Videos): Grace Jackson, Josh Soskin, Sean Dunne (GOOD)
Camera (Videos): Josh Soskin, Andrew Russo, Hilary Spera, Nick Bentger (GOOD)
Editor (Videos): Max Joseph, Pamela Littky, Mike Campbell, Jeff Conrad (GOOD)
Animator (Videos): Chris Weller (GOOD)
Music: Don Kosaken Choir, Javelin, Dim Dim, Drexon Field, Ben Benjamin, Axel Krygier, H (n/a)
Mix: Sean Melia (GOOD)
Colourist: Bob Campbell (GOOD)
Media placement: Print Insert - GOOD magazine & the New York Times - 14/07/2009
Media placement: webiste - Online - 14/07/2009

Describe the challenges and key objectives
Challenge: To generate awareness and enhance Prius launch efforts through a multi-media program Objective: Align Prius and GOOD to target consumers where they share similar values: socially conscious individuals who are active in their community, design and tech savvy.

Describe the brief from the client
The goal was to provide our target audience of optimistic information seekers with a relevant and subtly branded piece to illustrate the positive impact of Prius on the environment.

Describe how you arrived at the final design
'Roadmap to Harmony' became our core concept which lent itself well to the visual idea of paths and the influence of maps, especially subway maps. From here we integrated the content into a colourful minimalistic design. The inside of the foldout was designed as an informative poster with icons, linework, and a tapestry of colour forming the word 'Harmony' so that people would want to hang it up.

Give some indication of how successful the outcome was in the market
In total the site received 850,000 views.