Entertainment

Shifting Gears for a New Generation

MotorTrend Group is a powerhouse in automotive culture, blending iconic heritage with modern storytelling across streaming, digital, social, print, and live events. With its award-winning shows, trusted reviews, and immersive fan experiences, the brand fuels passion for cars and driving in audiences around the world.

The Problem:

The Solutions:

As a 75-year-old institution with a loyal, older fan base, MotorTrend faced the challenge of staying relevant to longtime enthusiasts while also attracting a new generation of younger, digitally native audiences. The task was to modernize the brand’s voice, tone, and visual identity, bridging tradition with innovation, so MotorTrend could continue to thrive across platforms and generations.

Brand Book

Over the past 75 years, MotorTrend had evolved from a single magazine to its own TV channel, a mobile app, online car shopping tools, and more. I was asked to help define the company's voice, tone, and personality as part of an overall re-branding effort to attract a younger audience.

MY ROLE - Writing, Defining, Editing.

MY ROLE: Storytelling for Growth & Lifecycle Marketing included subject Lines, pre-headers, and all copy for New Customer Acquisition, Customer Retention, Engagement, and Winback Campaigns.

Email Nurturing

Landing Pages

Landing Pages for MotorTrend's Free Ad-Supported TV Channel, its store holiday sale and TV show crossover, and the annual Mecum classic automobile auction.

The MotorTrend Store

The official MotorTrend Store offers apparel, drinkware, accessories, and collectibles inspired by MotorTrend’s most popular brands like Roadkill, Hot Rod, and Super Street. Fans of the shows can shop new arrivals, exclusive collections, and best sellers while enjoying the inside jokes written in the product descriptions.

MY ROLE: Headers, banners, product descriptions, sales promotions, landing pages.

Out-Of-Home Advertising

COMPANY PRESENTATION - I had some advertising ideas for promoting brand awareness outside the home, so I mocked up examples in Photoshop and presented them to the entire Marketing team via Zoom. I also recommended ideas for partnerships and conferences to build trust and widen exposure. To make the presentation fun, I wrote it in rhyme Dr. Seuss style. A PDF of the slide deck is available upon request.