The Manx 2.0 is all about exploration, play and paying homage to its 1960s Californian roots. Across all touchpoints we kept these ideas at the heart of the brand, building their strategy around the philosophy that Meyers Manx is “where the fun begins”.

Serving the brand for over 60 years, updating the iconic Manx badge required respect of its heritage while setting it up for the future. The sword was straightened, edges were sharpened, and easter eggs were hidden — making the badge digital-friendly, scalable and fit for purpose.

We needed a tone that captured that charisma and spirit, but how do you celebrate the past without sounding like you’re stuck in it? We focused on the reasons people fell in love with the Manx in the first place: adventure, freedom and getting dirty, brought to life through messaging that was less shy, less serious and a lot more free.

It was vital that everyone could have as much fun with the Manx online as they can offline. This meant working closely with the Manx design team to meticulously recreate a photorealistic Manx 2.0 in 3D. From there, the world was our oyster. We created countless static renders, hero animation sequences, and the opportunity for enthusiasts to configure their ideal Manx, all wrapped up in a bold and interactive microsite.

Meyers Manx understood that generating excitement was key to building the buzz around the 2.0 prototype throughout the automotive calendar. But with the car still more than 18 months from completion, how could they maintain interest? With a little friendly competition.

Inspired by arcade classics, and over-zealously tested by the team, Meyers Manx Electric Odyssey is a retro obstacle dodging game set across three different levels: LA beach, Sierra Nevada and the bright lights of Las Vegas. Players collect tokens across each level and, if they manage to collect all three, unlock a unique discount code that can be redeemed on the site for Meyers Manx merch. So, what started as a straightforward leaderboard competition became a player incentive and customer journey, combined.

The three environments were built from the ground up, piece by piece. Every obstacle and element artworked specifically for the game. Unsurprisingly, Vegas needed the most iteration, so we could authentically capture its unique vibe, while working within the constraints of a classic arcade game. The team watched hours of POV footage of cars cruising the famous strip, hand-crafting a number of notable attractions to make sure it was just right.

Built in Unity, the game is available on the iOS App Store and Google Play Store now.