This piece of conceptual work aims to create a relevant and original brand personality for the technology-driven Japanese motor manufacturer, Mitsubishi. The overarching concept explores how Japanese culture has inspired the innovative thinking that has put Mitsubishi at the forefront of motor manufacturing today. The concepts provide detailed and interesting facts about the ancient Japanese customs and traditions that have influenced Mitsubishi’s production processes. This brand story is designed to help the audience appreciate Mitsubishi’s incessant quest for improved vehicle performance. In line with Zen philosophy art direction is kept pure and simple, whilst copy is informative and entertaining. The finished concepts explore brand, tactical and digital communications across the vehicle range. Functional to promote sales, yet inspirational in delivering the brand story, the intention is to differentiate and elevate the Mitsubishi brand above other motor manufacturers.