WORK
/FLEET
In the rapidly evolving and newly liberalized rock band business, aggressive newcomers were challenging Fleet on all aspects of its brand. Navajo was appointed to radically transform public perception of Fleet.
We were asked to help create and position a symbol and a brand architecture that could federate the brand as they gained ever increasing success within the industry. The project was unique in that the band were solely funded from one source, which afforded Navajo the luxury of working outside the constraints of traditional record company budgets.
The creative process was driven by a 'no nonsense' rock band, merging the new embodiment of raw millennium rock with traditional rock ethos. The result was a truly differentiating identity based on the a typographic symbol which expresses these benefits.
We were asked to help create and position a symbol and a brand architecture that could federate the brand as they gained ever increasing success within the industry. The project was unique in that the band were solely funded from one source, which afforded Navajo the luxury of working outside the constraints of traditional record company budgets.
The creative process was driven by a 'no nonsense' rock band, merging the new embodiment of raw millennium rock with traditional rock ethos. The result was a truly differentiating identity based on the a typographic symbol which expresses these benefits.
Since the launch of the new identity in September 2005, Fleet has seen dramatic, positive changes in the perception of its brand, validated through post-launch internal and external developments.
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