Castrol

Castrol is a global brand with a very long motoring heritage. As a very masculine brand Castrol are always looking for new and innovative ways to grow their already vast user base. Long associated with motorsport, the brand is now embracing football as a way in which to widen its franchise and appeal. As part of that strategy Castrol has recently become a major sponsor of the UEFA European Football Championships 2008.

The Brief:

‘i-am’ were asked to create a distinctive and engaging communications style to bring together the UEFA Euro 2008 event and the Castrol brand in a way that would both communicate and drive their common thread of ultimate performance. In support of that style ‘i-am’ were also asked to create an event logo for Castrol bringing together their two identities with an added footballing twist for use on all communications leading up to the finals to be jointly hosted by Austria and Switzerland.

The Solution:

‘i-am’ created a simple yet effective lock-up incorporating the iconic Castrol brand mark and the UEFA Euro 2008 event logo. ‘i-am’ also developed a series of communication devices bringing the brands together with performance at the heart of the message giving Castrol credibility and meaning with it’s new association with the beautiful game.

The Result:

The project is now in implementation and the new visual identity will be rolled out across all Castrol communications well before the first whistle is blown.