The subscription model has gained a lot of traction in recent years due to it’s convenience, low-risk outlay, and consumers perennial desire for the latest products as soon as they arrive. FINN capitalises on this increasing comfort with the subscription model and brings it to the automotive world – making mobility as simple, easy, and low-commitment as just a few clicks. Their branding reflects this convenient approach, keeping things straightforward, professional and trustworthy – but always with a human element, which highlights the importance of mobility in family, personal, and business life.
When I started work with FINN they were still growing as a start up and needed someone to define their brand clearly and comprehensively to avoid any potentially damaging ‘freestyling’ of graphic assets within the company. The final guidelines stretched to almost one hundred pages and involved extensive market research, testing, and cross-department collaboration.
Alongside my standard design work for FINN, a key part of my role was art directing photo and video shoots to create content for campaigns and social media profiles. This involved location scouting in the Bavaria region, liaising with manufacturers, hiring models and creatives (or shooting the images myself) and the subsequent editing of content. All photos shown here are my own.
Working within the confines of some quite strict brand guidelines, with minimal colour or ornament, the focus for advertising with FINN was on the personal aspects of driving and car ownership – how people live with (and in) their cars, how they become a part of the fabric of everyday life. Advertisements and campaigns leaned into this, showing not just the range of cars and prices, but the everyday situations which are made more simple and more enjoyable by worry-free, dependable mobility.
‘Car subscriptions’ is a fairly simple concept on the surface, but in reality it comes with a lot of follow-up questions. As part of FINN’s launch to the American market, we produced an animated explainer video to break it down.
