The Bus Is Back

When asked to launch the most anticipated car in automotive history, we leaned into what it was best known for in the 60’s - its iconic two tone paint job and its original spirit.

ID. Buzz is one of the most anticipated vehicle launches of all time. Already on the road in Europe, we needed a big and bold way to signal to the American market that the electric reincarnation of the Volkswagen microbus is on its way to the US.

Our approach was to embrace the restraint, wit, and warmth of the original bus advertising of the 1960s and give it a fresh coat of paint. Literally. With a two-tone design system and clever use of wordplay and apostrophes that showed up in major commuter spaces and along bus routes in NY and LA.