Client: Volvo
Date: Jul 2018
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Grey London and Volvo redesign tradition family parking space icons to celebrate the diversity of modern families with new “family parking” signage designs, to mark the launch of the Volvo V60 family estate car.

The designs, conducted in partnership with Westfield London in Shepherds Bush where the new icons can be seen, are part of Volvo’s global advertising campaign for the V60 created by Grey London.

Over the years, the definition of family has evolved, and the icons profile different examples of family within society, including same-sex couples, single parents and nuclear families.

The signs go on show to time with Pride London, this weekend.

Joseph Ernst, Creative Director at Grey London, said: “According to the Office of National Statistics, 65% of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this. To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”


Joint CCO: Vicki Maguire

Creative Director: Joseph Ernst

Senior Creative: Sam Haynes

Senior Creative: John Gibson

Agency producer: Georgia Totvanian

Creative producer: n/a

Planner: Charlie Brenninkmeijer

Media agency: Mindshare

Media planner: n/a

Production company: Town Productions

Director: Coral Brown

Editor: Michele Difrancesco

Producer: Rosa Junkovic

Designer: Ade Hopkins

DOP: Felix Schmilinski

Post-production: Greyworks

Chief Client Officer: Jeremy Pyne

Business Director: Tim Rogowski

Account Director: Max Arkell

Account Manager: Georgie Bowie

Account Executive Zoe Coleman