Scion Speak was created for Scion Enthusiasts as a way for them to celebrate the customization culture that existed within the community.
In order to get inside their enthusiast heads, myself and my team traveled to LA and Chicago to ride along with members of the various car clubs so we could come up with something that spoke to the heart of the brand and allowed for each individual to express themselves in a unique and personal way.
The crests were inspired by what we saw and how much these “scion enthusiasts” customized their cars - their cars very much being a reflection of who they were as people.
By the time we launched we already had a loyal following and many people using it.
We were surprised to find that many of the members actually used our tool to create custom vinyl stickers which they used to adorn the windows of their cars. (and paid for it themselves).
In addition, Contagious Magazine let us design the cover (and inside) of the Cannes issue of the magazine for that year. This was the first time a the magazine ever allowed a brand to design the cover of their magazine - let alone in 3D.
This was a passion project for me and truly was a project for, by and of the Scion car culture.
Role: Creative Direction. Product Strategy & UX. Crest Design & Art Direction by Tristan Eaton of Kid Robot fame.