The Middle East Jeep community is among the strongest Jeep communities in the world. They live and breathe our brand values of adventure and discovery, know us inside out and recognize our brand in an instant.

They are explorers who choose the road less traveled. We needed to talk to them in a special way only they would understand. We wanted to capture their attention anytime they weren’t outside having an adventure, but chose to be at home reading a magazine, at the mall buying groceries, or at our showroom.

The Jeep grille has always been an iconic invitation for adventure. But what if it could actually speak and inspire people to get away? Interestingly, the Jeep grille logo consists of dots and lines, much like another communication system: Morse Code, which is used to connect with civilization from the kind of far-flung destinations only a Jeep can take you.

MORSE CODE:

-.. .. ... -.-. --- -. -. . -.-. -

ENGLISH TRANSLATION:

Disconnect

We minted a new Jeep Morse Font, refined to match the dimensions of the dots and lines in the Jeep logo. It was crafted to clearly reflect the Jeep identity in all our messages.

Then we created a journey of discovery, which would only appeal to true explorers. We broadcast cryptic Jeep Morse Code Font signals across our media, which served as the call of adventure for people to break away. It sparked an online search, which led to our microsite where people played with our font. They translated our messages and created their own calls of adventure. They further interacted with our font by downloading it for personal use.

For the first time, we created a new design language so unique that no other brand could copy us or speak so directly to our audience. The fact that it was interactive, further strengthened the bond between brand and consumer.