Works /
Lepas and Omoda:
Concept
Positioning strategy and creative concept for two new car models entering the Italian market.
For the launch of the new Lepas L4 and Omoda 4 models from Chery Group, China’s leading automotive exporter, Hangar Design Group developed two communication strategies reflecting each brand’s distinct identity, audience and ambitions.
Through an analysis of the automotive landscape, consumer behaviour and the evolving cultural codes of mobility, the agency identified two distinctive positioning territories, translating them into creative concepts and integrated campaigns designed to build desirability and brand recognition.
Creative Direction
A due modi diversi di vivere l’esperienza di guida corrispondono altrettante direzioni artistiche, fondate su linguaggi visivi lontanissimi tra loro.
For Omoda, technology transforms the city into a contemporary playground, drawing on futuristic worlds that resonate with the imagination of Gen Z, the brand’s target audience.
For Lepas, elegance becomes an escape from the pace of urban life. The art direction combines sophisticated atmospheres with warm photography, using narrative contrasts to reflect the brand’s premium ambitions.
Two integrated campaigns
From creative vision to a communication ecosystem.
The two creative platforms are designed to adapt to different channels and audiences, each maintaining a consistent voice and visual identity. Brand strategy, design and communication work together to introduce two distinct identities from the same group to one of Europe’s most competitive automotive markets.
Hangar Design Group translated the two concepts into integrated campaigns, creating a system of content and experiences for each brand that takes audiences from launch to a lasting relationship with the brand.
