Fully Equipped is a successful accessory supplier with a strong nationwide reputation amongst dealerships and fleet audiences. However, Fully Equipped identified the largest area for growth is to build ‘direct to consumer’ sales. To achieve this and become a consumer-first brand, we needed to create an ‘identity evolution’ that connects with drivers, shifting the way Fully Equipped is perceived. 

Through an extensive but curated range of quality vehicle accessories, Fully Equipped helps New Zealanders accessorise their vehicles in their own way, unique to their own lives and needs. To work, play, and explore our big beautiful country in new and wonderful ways. This thinking informed the campaign platform 'Drive to the Fullest.' Encouraging drivers to get more from their vehicles which, in turn, helps them get more out of life. 

Building a new brand identity meant the identity system needed to capture this unique offering, symbolising a road less travelled, and capture the spirit of adventure through rich imagery, and bold use of typography and colour. Collaborating closely with the creative director, we crafted a comprehensive identity system encompassing a new logo, brand guidelines, and various brand collateral, including social media visuals, billboards, and posters.