Volkswagen ID. 

Creating a visual identity for millenials in China.

Background
In 2020, Volkswagen launched their new NEV brand for the Chinese market, ID. But while Volkswagen is the most known western car brand in China, no one knew what ID. meant.

Solution
By using the original ID. branding from Germany, we localised it using simple horizontal lines in order to give it another meaning. We combined both the character wo 我 meaning “me” and ID. With this combinaison, ID. become “my” Identity. Thus claiming the brand as a personal statement, a meaning favoured by Millenials in China.

Execution
To celebrate the launch of our newfound movement, we turned to raising stars in all creative fields and collaborated with young game-changer artists for them to give their own interpretation of what “my” Identity meant.




Last revision: October 2021