As a quintessentially British luxury brand, Bentley face competition from the booming EV market, an ever evolving luxury sector, and new cost-cutting eastern rivals whilst simultaneously competing with the rising price of hand crafted goods. Differentiation with all aspects of customer experience has never been more important.

An initial digital brand expression project was undertaken to conceptualise how multiple digital touch points should evolve over the next 10 years. Customer journey mapping and trend based research was combined with user insight to identify opportunity areas, which were then explored by a team of UX designers, visual creatives, and 3D artists who brought each moment to life in a series of videos.

Following the success of this first project, and with the imminent introduction of a new brand, the team was reassembled to help translate the overarching brand identity, completed by partner agency IPGX, into digital experience principles, design rules and pattern based recommendations that can be translated across multiple platforms.