New RoUTES

We redesign the entire New Routes strategy, after studied our  primary competitors, we elaborated a business plan, and designed with stakeholders the New Routes services portfolio.  Our plan, assigned right prices to New Routes services, improve the quality of off-road experiences, and change the target audience from B2C to B2B. 

We created a product that makes sense for Brazilian Jeep's customers. 

Before, New Routes offered their service for young and middle age man, looking for extreme off-road adventure.

After our analyzes we designed its services for two personas:

• A 45+ couple with Adult Children looking for a friendly environment to enjoy their free time
•  Successful woman looking for safety alone travel.

With this profile in mind, we suggested balancing a brutal off-road adventure with a traditional vacation packed, where customers could enjoy a beautiful natural environment, delicious food, and rich cultural scenarios.

We developed a New Routes logotype, website, sales prospecting material (PowerPoint presentation, email template, business cards, letterhead, pen, and mug ), event brochure, offline event guide, event badge, and video visual identity.

Light trail with a real true off-road spirit

We suggested that New Routes make off-roads events for entry-level Jeeps. As a result, the adventure company solves the pain of most Jeep dealerships. Jeep Brazil adopted this strategy after the New Routes team met with Jeep's president.

The challenge was to design a light trail route in the São Paulo countryside that put the 4x2's Jeeps to their limits.

The poor telephone signal and internet connection bring communication challenges. So new Routes lend a Walkie Talkie for each vehicle at the event to have everyone connected, and also, the trail guide breaks the ice, starting a local curiosity story.

In addition, we developed an offline event website guide to inform all participants about the event's agenda, including tourist information, lunchtime, trail route, and main attractions.

At the end of each event, New Routes delivered to a Jeep Dealership five minutes event video and a photo gallery to register Jeep's capabilities in a true off-road adventure.