Membership Campaign

Institue of the Motor Industry

The IMI represents the full spectrum of the automotive sector, from technicians on the workshop floor to designers in the studio.
The brief was to create a compelling renewal campaign that spoke to all of them, without flattening what made each audience distinct.t.

Working closely with a copywriter, I developed a campaign platform and language system flexible enough to roll out across multiple touch points and formats. The visual language centred on a bold headlight motif, a symbol immediately recognisable across the industry, combined with real member imagery and case studies that gave the campaign genuine human credibility. The result was a message of unity and momentum: spotlighting the tangible value of membership and giving people a clear, confident reason to act