Morris Garages: Not a Sports Car, But Always at Courtside

February 13, 2020 | BRANDING & DESIGN

Morris Garages Philippines proves it’s got what it takes to drive with the best.

As the newcomer in the local automotive market, British brand Morris Garages garnered a lot of attention for itself in such a short time. In 2019 alone, four MG products were launched by Philippine distributor The Covenant Car Company Inc. Itch Creatives, as the main agency, had the honor to craft a variety of marketing materials for the campaigns, including key visuals for the launches and succeeding quarterly promos of the breakout brand. 

True to its origin of being a sports car manufacturer, MG also actively participated in several major sporting events in the country. One such example is their partnership with martial arts organization ONE Championship for the ONE: Dawn of Heroes event.

In light of this collaboration, we developed materials for the Weekend Crossover Raffle Promo as well as designed the detailing on the brand new MG ZS Champion Edition. The design aimed to capture the powerful energy of the event and was inspired by the fiery passion of the mixed martial artists.

Another feat for the British icon was becoming the official mobility partner of the 30th Southeast Asian Games. MG’s participation was its way to support Filipino athletes and also exhibit its long-standing values of hard work, integrity, and quality.

In order to keep up with a nationwide event, we had to step up our game. We created jersey designs, various print and digital collaterals, and a car decal design for all the official MG cars used in the games. To see the designed vehicles servicing local and international athletes across the 58 sporting venues and 8 non-competition venues was an incredibly rewarding experience for the whole team to say the least.

A brand with a rich history trying to enter a new market certainly has its challenges—how will Filipinos perceive it? Will they believe in the brand? How can we persuade them to go for an MG instead of a typical Japanese or German-manufactured car? 

The answer was right there all along. Greatness speaks for itself. By continuously adhering to the core of the brand, its British heritage, and world-class quality features in all its materials, Itch Creatives was able to drive MG Philippines to great heights.

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