XGS, TJM’s suspension product range was due for a life of its own. As an expert in 4WD suspension, XGS comes with the promise that you can drive assured that with XGS, you’re in safe hands.
To position it as a specialist in the market, XGS needed to be able to stand alone as a brand while staying an exclusive offering under TJM.
Through identifying three key profiles of the audience, we needed to develop an idea that appealed to all level of 4WD drivers. For a market that is so hugely researched by consumers, the XGS brand had to be prominent to come into consideration through the involved and highly considered suspension purchase process.
Supported by research and innovation behind the development of the XGS suspension products, XGS deserves to be represented as a serious expert leader. The XGS range is designed and developed in Australia offering various options for consumers to choose the product specifically suited to their needs.
Through the redevelopment of the XGS brand identity, the logo was developed taking inspiration from ski slope difficulty indicators to represent the three levels of suspension all the way through to expert 4WD level.
In a cluttered market XGS needed a positioning that it could own and stand by. We landed on tested, designed and engineered for Australia’s toughest conditions.
The job to do is to plant the seed in the 4WDer’s mind – Is their current suspension enough?
XGS suspension is security and peace of mind. It can take you wherever you want to go whether it’s the beaches of Fraser Island or the deserts of the Aussie outback.
XGS really can handle anything.
Standing on the tagline of “Handle Anything”, the brand communication story was written around the idea that XGS can take you on all of life’s journeys. XGS technology puts you in control and prepared for any adventure that is thrown your way. The script was crafted to represent all stages of life, while targeting our three driver profiles on the journey of life with XGS suspension.