Responses by Chris Chapman, head of design, Droga5 London Background: Cupra was previously the performance badge for Seat and has recently been launched as a stand-alone brand. The category is well established with brands that compete along “linear” metrics of performance and technology. Typically, drivers are barely present in comms. Cupra’s brand strategy, “Another Way,” was based on the premise of a more holistic understanding of performance. The main aspect of this was to focus on the driver and driving experience. Our brief was to create work that visually differentiated Cupra from its competitors in a way that reflected this strategy—and made the product look great.