Jaguar Land Rover.
#Creative and Content · Case Study.
Jaguar, a British luxury automotive brand with a legacy of performance and craftsmanship, is represented in Saudi Arabia by Mohamed Yousuf Naghi Motors. Through its partnership with HOP, the brand launched the F-PACE Obsidian Edition with a bespoke identity celebrating the model’s final chapter.
What Our Partners Have to Say About Us
Home of Performance understood what this project represented from the very beginning. They helped us create an identity that honored the Jaguar F-PACE's legacy while delivering a concept that felt authentic to both the brand and the Saudi market
Abdulrahman Bamashmous, Marketing Manager at Mohamed Yousuf Naghi Motors.HOP needed to create a unique identity that captured the significance of the F-PACE Obsidian edition while resonating with Jaguar’s brand values and the Saudi market. To achieve this, HOP needed to:
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Develop a bespoke identity for the final Jaguar F-PACE that honored the model's legacy.
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Create a name, visual identity, and narrative that felt worthy of the vehicle's final chapter.
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Ensure the identity aligned with Jaguar's design philosophy while reflecting the importance of the Saudi Arabian market.
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Differentiate the edition from a conventional limited edition by positioning it as the final expression of the F-PACE.
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Deliver a cohesive identity that conveyed rarity, refinement, and prestige across every touchpoint.
HOP transformed the final F-PACE edition into a distinct brand experience built around legacy and rarity.
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Named the final edition Obsidian, inspired by volcanic glass to reflect the F-PACE's rarity, strength, and lasting legacy.
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Developed a narrative that positioned the vehicle as the final chapter of the F-PACE story, rather than a traditional limited edition.
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Created a bespoke visual identity and badge inspired by the sharp forms and natural precision of obsidian.
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Designed a naming and badge placement strategy, with "Obsidian Edition" featured on the exterior and "Obsidian Edition · One of 15" placed inside the cabin to create a more personal connection for owners.
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Built a tone-of-voice that emphasized words such as "Final," "Legacy," and "Resolved," while avoiding hype-driven language like "Limited," "Last chance," and "Collectible."
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Led the creative direction and produced the digital launch campaign, physical badge, and final production assets, ensuring a consistent identity across every touchpoint.
The Obsidian Edition gave the Jaguar F-PACE a memorable farewell while creating a unique identity for the Saudi market.
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Established the Obsidian Edition as a distinctive final expression of the Jaguar F-PACE, giving the model a meaningful farewell in the Saudi market.
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Delivered a cohesive creative platform that unified naming, storytelling, visual identity, and campaign execution across every touchpoint.
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Successfully repositioned the Obsidian Edition beyond a conventional limited edition, creating a lasting identity that honored the F-PACE's legacy while staying true to Jaguar's brand philosophy.
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