BYD AusAware Branding Campaign
BYD AusAware Branding Campaign
A graduation project elevating BYD’s brand presence in Australia with a bold, culturally tuned campaign.
A graduation project elevating BYD’s brand presence in Australia with a bold, culturally tuned campaign.
Deliverables
Social Media Assets, Campaign Posters, Editorial Design, Slides, Marketing Plan, Rebranding
Type
Master’s Graduation Project (Individual)
Client (Self-initiated)
BYD Australia
Industry
Automotive
Completed at
University of Sydney, 2023
Role
Design & Marketing
Role details
Design
Visual Design Slides Design Editorial Design
Marketing
Market Research Online Content Analysis Integrated Marketing Strategy Copywriting
Deliverables
Social Media Assets, Campaign Posters, Editorial Design, Slides, Marketing Plan, Rebranding
Type
Master’s Graduation Project (Individual)
Client (Self-initiated)
BYD Australia
Industry
Automotive
Completed at
University of Sydney, 2023
Role
Design & Marketing
Role details
Design
Visual Design Slides Design Editorial Design
Marketing
Market Research Online Content Analysis Integrated Marketing Strategy Copywriting
Project information
Project information
Context
Context
As my graduation project at the University of Sydney, I was encouraged to choose a topic freely and develop a campaign from the ground up.
When BYD entered the Australian market in 2022, I saw an opportunity with this Chinese electric vehicle (EV) manufacturer to position it as my client and explore how design and marketing could help shape its local identity.
As my graduation project at the University of Sydney, I was encouraged to choose a topic freely and develop a campaign from the ground up.
When BYD entered the Australian market in 2022, I saw an opportunity with this Chinese electric vehicle (EV) manufacturer to position it as my client and explore how design and marketing could help shape its local identity.
The challenge
How can a fast-growing EV brand feel at home in a market where it still feels like a stranger?
Placeholder
BYD topped the charts as Australia’s second-best selling EV brand just one year after its arrival. Known for its battery innovation and accessible pricing, the brand had the numbers but lacked recognition. Despite strong sales, its brand remained vague and unfamiliar to most Australians.
BYD’s challenge was not the car itself, but the way it was perceived. That’s where design and marketing could make the difference.
To understand the disconnect between BYD’s strong sales and its limited public recognition, I analysed media coverage, consumer feedback, and social discussions, supported by competitor and PEST analyses.
The findings revealed that BYD was visually unanchored, emotionally distant, and often overlooked in public consciousness. Its brand awareness and global identity were weak and inconsistent. The English name “Build Your Dreams” was often seen as outdated, unsophisticated, or cheap. In contrast, customer reviews revealed potential. Many praised its ride quality, comfort, and value for money.
To understand the disconnect between BYD’s strong sales and its limited public recognition, I analysed media coverage, consumer feedback, and social discussions, supported by competitor and PEST analyses.
The findings revealed that BYD was visually unanchored, emotionally distant, and often overlooked in public consciousness. Its brand awareness and global identity were weak and inconsistent. The English name “Build Your Dreams” was often seen as outdated, unsophisticated, or cheap. In contrast, customer reviews revealed potential. Many praised its ride quality, comfort, and value for money.
Design approach
01
01
Collaboration with Hot Wheels
Collaboration with Hot Wheels
Placeholder
What if BYD didn’t just sell cars, but sparked imagination?
To engage car lovers and the public in a playful yet meaningful way, I proposed a collaboration between BYD and Hot Wheels, one of the most iconic toy brands worldwide.
As part of this concept, BYD’s popular models would be launched as Hot Wheels toys. These miniatures, placed on retail shelves across Australia, were expected to bring the brand into the daily lives of car lovers, younger audiences and families. Winning designs from the #BringYourDesign festival would be introduced as limited-edition models, celebrating public creativity and positioning BYD as an innovative and culturally attuned brand.
What if BYD didn’t just sell cars, but sparked imagination?
To engage car lovers and the public in a playful yet meaningful way, I proposed a collaboration between BYD and Hot Wheels, one of the most iconic toy brands worldwide.
What if BYD didn’t just sell cars, but sparked imagination?
To engage car lovers and the public in a playful yet meaningful way, I proposed a collaboration between BYD and Hot Wheels, one of the most iconic toy brands worldwide.
As part of this concept, BYD’s popular models would be launched as Hot Wheels toys. These miniatures, placed on retail shelves across Australia, were expected to bring the brand into the daily lives of car lovers, younger audiences and families. Winning designs from the #BringYourDesign festival would be introduced as limited-edition models, celebrating public creativity and positioning BYD as an innovative and culturally attuned brand.
In marketing, design is just as powerful as strategy. To visualise this concept, I designed a series of campaign posters and mockups that brought the collaboration to life.
02
02
BYD, redefined.
BYD, redefined.
Placeholder
Build Your Dreams, the slogan-like full name of BYD, wasn’t landing with audiences, so I made “BYD” stand for something new. Through modular messaging like Broaden Your Discovery, Book Your Drive, and Backup Your Daily, the acronym became a flexible storytelling tool in the brand’s online presence.
Build Your Dreams, the slogan-like full name of BYD, wasn’t landing with audiences, so I made “BYD” stand for something new.
Build Your Dreams, the slogan-like full name of BYD, wasn’t landing with audiences, so I made “BYD” stand for something new. Through modular messaging like Broaden Your Discovery, Book Your Drive, and Backup Your Daily, the acronym became a flexible storytelling tool in the brand’s online presence.
The design highlighted the initials, conveying distinct meanings through clear typography and layout. This approach subtly replaced the widely criticised English name with a more dynamic and product-focused brand image, gradually shifting audience perception through social media posts and ads.
03
03
Additional touchpoints
Additional touchpoints
Placeholder
A campaign poster mockup featuring BYD × Asphalt 9: Legends was created to visualise the concept of introducing the BYD Seal into the game. I also proposed a partnership between BYD and 2GB, leveraging the reach of Australia’s most popular FM radio station to further expand brand exposure.
04
04
Slides and planbook
Slides and planbook
Placeholder
This project was developed as my final capstone campaign and presented at my Master’s final oral defence.
More details can be found in the keynote slides and planbook.
Results
From the audience
“ This solo deck is miles ahead of BYD’s entire marketing team.”
Viewer comment on the slides video
This campaign design is totally ready. BYD should just launch it as-is!
@
sharonaee
I can’t even. This solo deck is miles ahead of BYD’s entire marketing team.
@
大秦1977
Nov 11, 2023
Pity BYD doesn’t have your taste in design.
@
7amey
Nov 25, 2023
“Build Your Dreams” always felt a bit stiff, but turning BYD into a symbol of positive emotion is way more flexible and way more marketable. You absolutely smashed it. Brilliant work!
@
莉娅的酒馆
Nov 30, 2023
Feels like something out of a high-end phone ad, so polished!
@
菠萝咖啡橘子
Nov 8, 2023
Re: Well done on your pitch
This was memorable! If you continue to develop your professional persona in this way, you will definitely stand out from the pack.
Dr Julie-Anne Long
Award-winning Artist
It’s not just better — it’s way better than the official stuff.
@
XiMewE
Nov 9, 2023
This level of design and creativity? BYD should honestly be paying big bucks for this.
@
吃吃喝喝从来不鸽
Nov 8, 2023
As an engineer, I was honestly stunned.
@
kkogd
Nov 8, 2023
The style is really Aussie!
@
Tim Wei
Nov 10, 2023
This campaign design is totally ready. BYD should just launch it as-is!
@
sharonaee
I can’t even. This solo deck is miles ahead of BYD’s entire marketing team.
@
大秦1977
Nov 11, 2023
This level of design and creativity? BYD should honestly be paying big bucks for this.
@
吃吃喝喝从来不鸽
Nov 8, 2023
Pity BYD doesn’t have your taste in design.
@
7amey
Nov 25, 2023
“Build Your Dreams” always felt a bit stiff, but turning BYD into a symbol of positive emotion is way more flexible and way more marketable. You absolutely smashed it. Brilliant work!
@
莉娅的酒馆
Nov 30, 2023
As an engineer, I was honestly stunned.
@
kkogd
Nov 8, 2023
Feels like something out of a high-end phone ad, so polished!
@
菠萝咖啡橘子
Nov 8, 2023
Re: Well done on your pitch
This was memorable! If you continue to develop your professional persona in this way, you will definitely stand out from the pack.
Dr Julie-Anne Long
Award-winning Artist
It’s not just better — it’s way better than the official stuff.
@
XiMewE
Nov 9, 2023
The style is really Aussie!
@
Tim Wei
Nov 10, 2023
“Build Your Dreams” always felt a bit stiff, but turning BYD into a symbol of positive emotion is way more flexible and way more marketable. You absolutely smashed it. Brilliant work!
@
莉娅的酒馆
Nov 30, 2023
Re: Well done on your pitch
This was memorable! If you continue to develop your professional persona in this way, you will definitely stand out from the pack.
Dr Julie-Anne Long
Award-winning Artist
Pity BYD doesn’t have your taste in design.
@
7amey
Nov 25, 2023
This level of design and creativity? BYD should honestly be paying big bucks for this.
@
吃吃喝喝从来不鸽
Nov 8, 2023
It’s not just better — it’s way better than the official stuff.
@
XiMewE
Nov 9, 2023
This campaign design is totally ready. BYD should just launch it as-is!
@
sharonaee
I can’t even. This solo deck is miles ahead of BYD’s entire marketing team.
@
大秦1977
Nov 11, 2023
This level of design and creativity? BYD should honestly be paying big bucks for this.
@
吃吃喝喝从来不鸽
Nov 8, 2023
Pity BYD doesn’t have your taste in design.
@
7amey
Nov 25, 2023
It’s not just better — it’s way better than the official stuff.
@
XiMewE
Nov 9, 2023
“Build Your Dreams” always felt a bit stiff, but turning BYD into a symbol of positive emotion is way more flexible and way more marketable. You absolutely smashed it. Brilliant work!
@
莉娅的酒馆
Nov 30, 2023
As an engineer, I was honestly stunned.
@
kkogd
Nov 8, 2023
Feels like something out of a high-end phone ad, so polished!
@
菠萝咖啡橘子
Nov 8, 2023
Re: Well done on your pitch
This was memorable! If you continue to develop your professional persona in this way, you will definitely stand out from the pack.
Dr Julie-Anne Long
Award-winning Artist
The style is really Aussie!
@
Tim Wei
Nov 10, 2023
Academic feedback
A high distinction project
Oral defence
Fantastic presentation
Really nice and clear slides with minimal text to allow your ideas to be communicated effectively, and a great use of graphs and stats that were easy-to-understand and impactful.
Really nice and clear slides with minimal text to allow your ideas to be communicated effectively, and a great use of graphs and stats that were easy-to-understand and impactful.
Planbook
Professional investigation
Strong situation analysis provided a good foundation for your research and calling out key learnings. Great strategy and tactics built out and developed. Excellent match with your media selection, particularly 2GB. Great use of changing hashtags in your social media campaign. A critical reflection that shows a good understanding of the iterative process. Great work!
Strong situation analysis provided a good foundation for your research and calling out key learnings.
Great strategy and tactics built out and developed. Excellent match with your media selection, particularly 2GB. Great use of changing hashtags in your social media campaign. A critical reflection that shows a good understanding of the iterative process. Great work!
Strong situation analysis provided a good foundation for your research and calling out key learnings.
Dr Ellese Ferdinands
Lecturer, University of Sydney | Media Manager, Westpac
Lecturer, University of Sydney
Media Manager, Westpac
Get in touch
Hire, collab, or chat.
Design’s our thing.
Available in Sydney & freelance worldwide
Available in Sydney & freelance worldwide
Get in touch
Hire, collab, or chat.
Design’s our thing.
Available in Sydney & freelance worldwide