THE BRIEF

BRAND CREATION

A reincarnation of the hotrod era decades before it, the tuner industry reached high momentum during the late ’90s. This thriving performance industry had become a full-blown youth culture and soon, there was a story to tell that went far beyond just horsepower and handling:  It was the story of a multibillion dollar industry and lifestyle fueled by passionate youth.

The Import Tuner brand was a highly stylized, cutting-edge, contemporary play on the hotrod pinup era of the past. Strict core brand value with industry-leading automotive content as the foundation ensured authenticity and value, while direct storytelling of the fast-paced lifestyle associated with it produced enhanced audience engagement and brand growth.

It was an effectively optimized blend of content that shaped an industry and cultivated a youth audience. The result was a highly marketable brand that generated millions of dollars in revenue year after year in print and digital platforms. Import Tuner surpassed sales targets, broke newsstand records and, 20 years on, still boasts an online audience in the millions.

TUNER