*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
AMC (Auto Management Center) was in need for rebranding for a couple of reasons. This acronym was functional, but hard to understand and most consumers didn’t know what it stood for. As a result, AMC didn’t create a strong relationship with its consumers.
We wanted to accentuate safety as the most basic functional value, but to also enrich its image with new relevant emotional associations. The presumption was that if the car were safe, driving it would be more fun. The more skilled you are as a driver, you can have more fun by relaxing and enjoying the ride. The new brand image was defined as safe, but also fun and free. The consumer insight and the slogan are the same – “Feel free to have fun.”
We proposed Oryx as the new name. Oryx is one of four antelope species that is associated with strength, speed and elegance, freedom and adventure. This was accentuated through its visual identity, which is showing the jumping oryx. Oryx Group is made up of driving school, safety driving center, roadside assistance and help at sea, rent-a-car, insurance, technical examination station and taxi services.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Naming Consultant: Maja Benčić
Copywriters: Anja Bauer Minkara, Maja Benčić, Kitica Kekić, Thomas Bauer, Ivan Čadež
Implementation: Jelena Mezga
Design: Bruketa&Žinić o.m.
Creative Directors: Davor Bruketa, Nikola Žinić
Art Director: Neven Crljenak
Designer: Sonja Šurbatović
Accounts: Zrinka Jugec, Martina Ivkić
Web Design: Brlog
Photographer: Domagoj Kunić