Jaguar — Case Study

Making Jaguar’s online user experience purr

The 'Leaping Jaguar' is one of the most iconic symbols in the automotive world, but did you know that Jaguar's other emblem, featuring a full-frontal view of a jaguar’s face, is called the "Growler"? Grrrr!

The Leaper represents agility, speed, and elegance, while the Growler embodies strength, confidence, and power. Together, these two symbols define Jaguar's brand identity, seamlessly blending performance with luxury.

I discovered this trivia, along with a wealth of luxury car insights, while producing websites, micro-sites, online ads, and quarterly emails for the iconic Jaguar brand on behalf of the advertising agency Rees Bradley Hepburn.

I supported RBH at Meriden, as a design technologist (on and off) for around 5 years, helping to create rich interactive experiences for Aston Martin, Jaguar, Land Rover and TNT.

We were always looking to push the boundaries of the nascent medium to explore interface, video and gaming — and the client work that best exemplifies this would be the work with Jaguar.

This was a multi-discipline requirement role; providing services ranging from website development (HTML/CSS/Javascript) to online animation (Macromedia Flash) and motion graphics (After Effects) all applied with a keen eye for consistent brand art direction.

By the time RBH won their pitch to support Jaguar, I had already been working with them on several major business clients, including Central Trains and other well-known brands that friends and family might recognise.

The early creative phase of a project is always exciting—it pushes you to refine your skills, nail the brief, and deliver high-quality, professional design work. However, once the overall art direction is established, the focus shifts to quality control and asset management. This stage involves adapting designs across various sizes, scales, and formats while ensuring that every piece—regardless of where or how it appears—remains true to the original creative vision set out in the initial storyboards and visuals.

I loved working on Jaguar projects. I’ve always admired the brand—the style, the heritage, and the legacy it carries. My father owned a Jaguar, as did my uncle, so it felt like I was contributing to something that was part of the family.

Some brands have such a rich culture to draw from, and even being just a very small part of the Jaguar motor car story was a privilege.

Oh, and yes — I learnt the difference between a Growler and a Leaper.

Please note: When I edit these showreel examples I obviously highlight my own art direction, animation and motion design contributions but that certainly doesn't mean that I am entirely responsible for every visual shown. I have been fortunate to collaborate with many exceptionally talented colleagues — those that I can recall at the time of writing are listed below:

Jaguar - Guy Salmon Event - Poster

Poster for Guy Salmon Jaguar sales event.

Jaguar - 3rd Quarterly Newsletter - Email

Jaguar - 3rd Quarterly Newsletter - Email for RBH

Jaguar XJ - Activity Tables - Application

Agency: RBH

Jaguar - 2nd Quarterly Newsletter - Email

RBH

Jaguar - Cool, Calm, And Corrected - Email

RBH

Jaguar - Approved Used Vehicle Event - Email

Agency: Rees Bradley Hepburn
 

Jaguar - 1st Quarterly Newsletter - Email

Jaguar - 1st Quarterly Newsletter - Email for RBH

Jaguar - Corporate Sales - Email

RBH

Jaguar - Expression - Website

RBH

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