Expanding what a trusted brand could mean to a new generation.
AAA had more than a century of trust.
The opportunity was to make that expertise feel as useful tomorrow as it had been yesterday.
Creative Direction · Art Direction · Brand Strategy · Identity · UX · Digital Experience
01 / THE CHALLENGE
Expanding what a trusted brand could mean.
AAA already held something enormously valuable: generations of recognition and trust.
The challenge was to build on that equity — moving beyond the perception of AAA as primarily a roadside service and creating a more relevant relationship with a younger, digitally connected audience.
AAA Living and VIA already offered rich travel and lifestyle content across print and digital. The opportunity was to bring those separate experiences into a more coherent ecosystem — connecting AAA's history of expertise with discovery, usefulness and possibility.
The opportunity wasn't to replace what people trusted. It was to expand what AAA could mean to them.
Existing editorial ecosystem — AAA Living print and VIA digital.