Adient

With a market position unrivalled in the automotive seating industry, Adient’s 200+ locations in over 30 countries supply the likes of Audi, General Motors, Ford and BMW. Given their size and the truly global nature of their work, we needed to ensure that all aspects of the Adient brand translated from market to market—both literally and figuratively. This newly independent entity needed a clear and compelling point of competitive difference. There was room to tell a more meaningful story.

To dial up Adient’s point of difference from competitors, we positioned the brand around its unique approaches and capabilities—processes that deliver the best products and value for customers. We established a clear, distinctive brand strategy that shifted the core positioning from a technically focused story to a more compelling and differentiating centre of gravity. The brand idea “Precisely Right” highlights core competitive strengths and helps Adient stand out to customers around the world. As a visually vibrant, distinctive and recognisable expression of who they are, “Precisely Right” defines Adient’s brand identity and all the myriad tools built to extend and bring it to life. This dynamic system also offers the flexibility necessary to serve different audiences in different cultures.