With a new advertising campaign proposed for Jaguar’s strategic re-positioning in the automobile market as ‘New-fashioned Luxury’, there was a need for a document which portrayed style guidelines for their licensing partners. Jaguar was to be placed as a truly modern luxury brand. Embracing history yet looking forward to modern, forward-looking design.

The document explains and shows the new creative idea of ‘Gorgeous’ and the high level of visual expression all their future licensing partners must adhere to. (Freelance for Euro rscg Fuel).