Product category:
Integrated marketing
News Release from: Liquid Communications
Edited by the Marketingservicestalk Editorial
Team on 06 July 2007
Morgan picks Liquid for brand evolution
Brand activation and CRM specialists Liquid Communications has been appointed by Morgan, the iconic UK car manufacturer, to work with them on driving the classic brand forward.
Family-owned business Morgan is at a pivotal moment in its history, celebrating its centenary in 2009 after three, 30-year 'eras' of product-led business, which has won it a prized reputation in racing circles and among car enthusiast alike Liquid has been appointed to help evolve the independent, innovative British car marque for the 21st century, while reflecting its glorious heritage and design achievement over the years
The brief includes a remodeling of the famous 'Wings' logo for use on the cars themselves - on every car produced from 2009 and beyond - and the website and all collateral from August 2007.
Liquid's brief also includes the delivery of a reworked creative expression for their website and a range of collateral in keeping with Morgan's vision for the future.
Olly Raeburn, Liquid managing partner, said: "These are exciting times for Morgan and we are honoured to be part of their journey.
"Our role will be to explore the interesting brand tension that exists between Morgan's design heritage and its technologically advanced future and translate it into media friendly, beautifully designed communication pieces that will carry Morgan into its next era.
"It's a wonderful brief which we are excited to be able to fulfill".
Charles Morgan, managing director of The Morgan Motor Company, and grandson of founder, HFS Morgan, said: "Future Morgan cars will be a fusion of modern technology and skilled craftsmanship; we need to communicate how we are evolving for a new generation of Morgan-owners.
"As ever Morgan will remain small and flexible, while seeking solutions to the potential sea changes which have affected and will continue to affect our sector and the way we approach business.
"We are delighted Liquid are on board to help us drive that message home." The website and collateral will go live in early August.
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