Pursuing Greatness

Full Time

How do you create a campaign brand that’s packed full of fun and purpose in equal measure?

Positively Farfetch

How does a tech firm become a force for good in luxury fashion?

MCC & Lord's

Pushing Boundaries

Cancer Grand Challenges

A new age of discovery

Ueshima Coffee Company

The Pursuit of Perfection

Fitness First

Survival of the fittest

Southampton FC

Realising Potential

Ascot

A cut above

Ayres

How can a new product brand become a British icon?

Menzies Distribution

Delivering dynamism

Naelofar

The fashion brand that's empowering women every day

Dig

Bring music to life

Yusen Logistics

Transforming from the inside out

Decidedly

Fresh thinking

The Bull & Bear

How do you revive the stories of the past to serve a modern British classic?

The Book People

Inspiring a lifelong love of reading

Lidl

How can low-cost translate into high engagement?

McLaren

We translated McLaren’s racing pedigree
into a world-beating technology brand.

Brand Architecture
| Brand Positioning
| Strategy

Positioning as a world-leading technology group

Relentlessly ambitious, McLaren is one of the most successful F1 teams in history. The desire to win applies off the track too, in the determination to be one of the world’s leading technology groups. As one of our founding clients, we’re helping McLaren realise that ambition. McLaren is now positioned as a cutting-edge, mould-breaking technology group. It’s seen increased revenue and new sponsorships, including the evocative and exciting return of Honda to McLaren, its spiritual F1 home.

Working across the McLaren group

We defined McLaren’s ‘winning’ brand DNA, embedding it in the Formula 1, Automotive and Applied Technologies divisions. At the heart of the business, we’re actively using it to create one united group, collectively dedicated to winning. In Automotive, we travelled the world to better understand what makes supercar owners tick, and what this means for producing and marketing revolutionary, ultra high performance cars. For McLaren Applied Technologies, we repositioned the business, giving it the clarity to concentrate on delivering game-changing innovation. And in Formula 1, we worked with a clinical psychologist to identify how to get the best out of their most valuable brand assets – the drivers.

Innovation and technology

In the last three years McLaren Applied Technologies has grown into a multi-million pound product innovation business. And Automotive has launched two supercars that redefine their categories with a blend of performance, usability and jaw-dropping technology.

Positioning as a world-leading technology group

Working across the McLaren group

Innovation and technology

Other work