INEOS Grenadier
Building a digital-first automotive brand, grounded in traditional off-roading needs.
I worked with INEOS to build a digital-first brand, platform and service model for its debut vehicle – the Grenadier. I led the creative direction across the experience, shaping how a new automotive brand could establish itself from scratch while staying grounded in real off-road needs.
Creative Director – Great State
Digital Brand | Website | Design System | eCommerce
Background
When the classic Land Rover Defender was discontinued, it left a significant gap in the global market. Its customers missed its hardwearing, nuts-and-bolts-simplicity and relied on it in some of the planet's most remote and uncompromising corners.
What started as an idea in a pub by INEOS CEO Jim Radcliffe soon became a reality. The chemical giant INEOS decided to take the unprecedented step and leap into the automotive market to create its successor.
Approach
We focused on clarity and substance over hype, building the digital experience around the product development itself – how it works, what it’s for, and why it’s built the way it is.
The aim was to create something that didn’t just showcase the vehicle, but supported the full ownership journey.
My role
I led the creative direction across the platform, defining how brand, product and experience come together – from the core journey through to configuration and purchase.
A big part of that was shaping how the brand’s no-nonsense principles show up in practice. From UI through to eCommerce, everything was designed to feel straightforward, functional and easy to use – built around a simple, get-the-job-done approach.
I led the design team in developing the design system across all digital interfaces, drawing on the switches and haptics of the in-vehicle controls to keep the experience grounded in the product itself.
Results
INEOS Grenadier has evolved from a pipedream to a reputable 4x4 brand. With over 20k customers on the road and a growing waiting list.
The brand now has a loyal fanbase, adorns Mercedes F1 cars and even lends its name to ‘The INEOS Grenadiers’ cycling team. Not bad for something that started as an idea in a West London pub only 5 years ago.