Jaguar sought to redefine its legacy as it transitioned toward a fully electric future. Tasked with the visual identity overhaul, I led the rebranding and artwork for Jaguar’s “Copy Nothing” campaign. The goal was to craft a bold, future-forward brand while retaining the timeless essence that defined Jaguar for over a century.

This involved redesigning the iconic Leaper and monogram, introducing a refined gold typeface with a custom font, and shifting the phonetic identity from the American “Jag-wahr” to the more elegant British “Jag-you-are.” Despite facing considerable backlash on Instagram from traditionalists, the work was part of a long-term strategy to modernize Jaguar’s image ahead of its electric relaunch in 2026.

The campaign culminated in a global reveal at Miami Art Week on December 2nd, positioning Jaguar as a modernist icon while staying true to its roots. Supported by Jaguar Land Rover’s chief creative officer Gerry McGovern and an experienced global production team, the rebrand set the tone for a new generation of design, innovation, and electric mobility.

With confidence in the strategy and execution, we successfully initiated one of the most talked-about brand transitions in the luxury automotive space.