Journey To Excellence – Case Study

Working with the Land Rover/Jaguar Recognition Program Management Team, TSG was charged to develop a name and unifying logo that would symbolize achievement to the personnel of both brands. It also had to represent two very different vehicles — a luxury, mostly on-road performance vehicle, and the original SUV, also luxurious, but very much about off-road adventure and capability. “The Journey to Excellence” logo with its three-dimensional chrome typeface is purposely reminiscent of vehicle-badging. Black and silver are both within the individual brands’ color palettes, following their respective corporate branding guidelines.

The Sutter Group also created The Journey’s Intranet site on which the recognition team posts the latest certification requirements for Sales, Parts and Service personnel for both brands, as well as announcing annual incentive programs, calendars of events, etc. The Sutter Group also provides maintenance of their online presence.

As part of the sales training for both brands, The Sutter Group created print announcements for Jaguar and Land Rover “Client Experience”, a traveling training road show of instructors that held training seminars at 5-star hotels throughout the U.S. within 80 miles of dealers showrooms. The Sutter Group also created the training materials, signage and instructor apparel for the training event.

For those Sales Guides, Service Advisors and Parts Specialists who achieved the highest level of recognition, The Sutter Group created custom awards. These were unique to each brand. For Land Rover, to represent its off-roading capabilities, the award was made of stone with real Land Rover badging and an engraved brass plate personalized to each recipient. The Jaguar Award had a more elegant styling. The Jaguar logo was engraved on a brushed aluminum plaque, with a bas relief chrome Jaguar “Leaper” above and a brushed nickel engraved personalized plate below.

The grand prize for the top sales performers in each brand was a travel award. The Sutter Group created a complimentary logo for the event called “The Journey to Paradise.” Each year, TSG created the collateral for this event, which included announcements, invitations, Program of Events, Signage and Giveaways. For the Caribbean Cruise event, we created custom book jackets for Fodor Travel Guides of the Eastern Caribbean. The inside flaps contained all the registration information and the covers were customized to each winner. On board the ship, the winners found “Journey to Excellence branded flip flops, beach towels and tote bags filled with goodies.