Lead Agency / Powerhouse Volkswagen R

Instyle Productions is lead agency and powerhouse of Volkswagen R, the premium performance brand of Volkswagen. Working closely with Volkswagen R, we strategically plan all the digital and executive creative processes involved. During international brand positioning, we developed a comprehensive brand strategy. We set up guidelines as well as produced a brand book for the Volkswagen R brand. Internal and external brand training is also part of the scope of work. We are also responsible for the coordination of all partners (brand ambassadors, brand cooperation, suppliers) for the brand. We provide comprehensive strategic and conceptual support in market-specific budgeting as well as in the areas of marketing and communication, especially on the topic of electrification.

Brand Positioning: The Brand R

Up to now, the R brand has been integrated into Volkswagen’s communication, but without its appearance. Thanks to a concise brand positioning, it is changing with the publication of a remarkable product portfolio worthy of note. Volkswagen R is positioned as an independent brand and is given its fixed place and tonality within Volkswagen. During the process, the core of the brand is decidedly developed and derived. We holistically set up the brand in the form of a brand navigator and a creative steering wheel. Meanwhile, international positioning is shown and anchored in a brand book.