2017 Winners & Shortlists

The Campaign

360 is a new brand for Egypt that leads the shift from a product-led auto parts and repair shop to a lifestyle-led brand that enhances the whole car servicing experience. From the retail space to the brand identity, each element of 360 was designed to humanise information and build trust across multiple touch points. Our design strategy was to utilise themes of accessibility and simplicity, making them the main feature in 360. Translated into simple iconic messages, the brand portrays services and products by capturing moments and stories. The design also enables the brand to maintain a level of consistency and quality throughout each campaign, while staying fresh.

Creative Execution

The 360 logo presents a clean and open identity that reflects the personality of the brand: professional, warm and passionate. With the use of circles, 360’s brandmark denotes a sense of unity, harmony and wholeness across every touch point. Four minimal brand icons represent the core products and services that 360 provides: tires, oil, batteries and parts. Using bright and striking photography, promotional posters captured people who strongly reflect the lifestyle and personality of the core audience, while also showcasing several products and services in vivid detail.

Indication of how successful the outcome was in the market

360 did not wish to provide any data, but the social engagement around the brand is garnering interest and engagement amongst young, social media-savvy professionals.

Simplicity, transparency and accessibility were key to addressing drivers' concerns. Instead of a typical auto repair shop, the positioning strategy involved shifting the norm of traditional repair shops in Egypt and providing a more trusted consultation, celebrating the vibrancy of life on the road and providing inspiration and tools to explore. Targeting a diverse group of young professionals, the campaign elements range from stationery and billboards to branded lifestyle products such as t-shirts, sunglasses, wallets, and bags.