Fiat’s acquisition of Detroit automaker Chrysler – announced in 2009 – signaled an imminent return to North America for the Italian car company, which exited the market in the mid-1980s. With the reliability issues that plagued Fiat through the early 1980s in their rearview mirror, the company reintroduced itself to U.S. consumers in 2011 with the huggably sporty Fiat 500. Peopledesign developed several brand concepts on behalf of Fiat, aligning the Fiat 500’s North American rollout with the company’s evolving strategic position.
Although these concepts were never refined and produced, the influence of our thinking can be seen in much of the print and interactive advertising and promotions that were created after our engagement with the company ended. (The J.Lo commercials, however, were not inspired by our work in any way, shape, or form.)