Dyson Creative Brief
A naming, branding and launch strategy project developed for the Dyson Creative Brief 2022, centred around an award-winning tyre particle collection technology.
Client
The Tyre Collective
Year
2022
Problem
As part of the Dyson Creative Brief 2022, we were challenged to develop a market-ready identity for a James Dyson Award-winning innovation: a tyre particle collector designed to capture harmful emissions produced by tyre wear. The brief required us to name the product, define its positioning, and create a launch strategy that would communicate its value in a compelling and accessible way.
Solution
After researching the product and its potential applications, we named it Eeve (Electrostatic Encapsulator of Vehicular Emissions) and positioned it as a pioneering sustainability technology. We proposed launching Eeve through Formula 1, leveraging the sport's reputation for innovation while highlighting the product's ability to reduce track debris and support the FIA's goal of achieving carbon neutrality by 2030.
To support the launch, we developed a phased poster campaign centred around three key pillars: sustainability, safety, and technology. Each series was designed to communicate a different aspect of the product's impact, helping to build awareness and understanding throughout the launch journey.
