New Brand Design
Developed in Germany and unveiled at the 2019 International Motor Show in Frankfurt, the new VW global brand design marked a new era for the organization. With its distinct European style, the new brand design was going to uniquely position Volkswagen across the world. But first, it needed to be modified for the US.
The first stop was the Atlas Cross Sport. Volkswagen developed it to be a showstopper for the American market, so our photography had to do the same. Working with renowned photographer Uwe Düttmann, we found striking and bold locations that made you lean in. We captured the car from a human perspective that is unexpected and memorable that didn't feel trendy or irreverent.
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