Direction Plus is an Australian automotive brand specialising in advanced diesel filtration systems and 4WD protection solutions, positioned at the intersection of technical performance and off-road lifestyle.
Brand development focused on building a cohesive and scalable visual and communication system across the full ecosystem. This included packaging architecture, product range expansion, digital campaigns, B2B sales tools and large-scale event environments, ensuring consistency, clarity and strong commercial presence across all touchpoints.
Role: Brand design, marketing collateral, art direction
Scope: Packaging systems, EDMs, social campaigns, catalogues, POS, exhibitions
Industry: Automotive aftermarket / 4WD & off-road lifestyle
Scope: Packaging systems, EDMs, social campaigns, catalogues, POS, exhibitions
Industry: Automotive aftermarket / 4WD & off-road lifestyle
Created while working at Bapcor Australia.
Filtration systems in real-world 4WD environments
Role: Art direction and brand application
Role: Art direction and brand application
Brand System Overview
Logo architecture, colour palette and typography
Role: Brand system development and guidelines
Role: Brand system development and guidelines
PACKAGING SYSTEM / PRODUCT RANGE
Packaging refresh focused on elevating the brand’s premium positioning while maintaining strong shelf impact across the full product range.
All packaging was redesigned using recyclable materials and upgraded finishes, reinforcing Direction Plus’ technical credibility and 4WD lifestyle appeal at point of sale.
All packaging was redesigned using recyclable materials and upgraded finishes, reinforcing Direction Plus’ technical credibility and 4WD lifestyle appeal at point of sale.
Role: Packaging redesign, visual system rollout and production coordination
DIGITAL CAMPAIGN / LAUNCH
Digital campaign and product launch communications
Role: Campaign creative, EDM design and rollout
Role: Campaign creative, EDM design and rollout
RETAIL MARKETING & SALES TOOLS
Sales enablement, catalogues, dealer promotions and trade marketing assets.
Role: Sales tools and marketing collateral
Role: Sales tools and marketing collateral
EVENT / TRADE SHOW
Event and exhibition branding
Role: Exhibition design, signage and environmental graphics
Role: Exhibition design, signage and environmental graphics
BRAND CONSISTENCY
Long-term brand stewardship across events, vehicles, retail environments and packaging—ensuring every touchpoint reinforces recognition, performance and trust.
Role: Creative direction, brand governance and cross-channel implementation
Role: Creative direction, brand governance and cross-channel implementation
DETAIL & CRAFT
Production quality and finishing across premium automotive environments.
Role: Print production oversight, materials specification and final execution.
Role: Print production oversight, materials specification and final execution.
