Prxjects by Mercedes-Benz
Mercedes-Benz’s position as a premium, yet traditional car brand, has led to a perception of the brand being expensive, static and unattainable among younger people in Denmark. In short, Mercedes-Benz experienced a lack in relevance — even though the smaller models and flexible leasing plans have made Mercedes-Benz more accessible to a wider audience.
Together with Good News, we developed the strategy and concept that lead to the creation of a culture platform. Prxjects co-creates, facilitates and supports upcoming Danish art and culture. Furthermore we have written the name and designed the brand identity.