Subaru was launching two completely redesigned car models, the 2005 Legacy and Outback, that represented a shift in the brand positioning from a strictly practical vehicle, to a car people would really desire. One challenge was to create and maintain enough consumer interest around this new car launch to drive traffic into dealerships when the cars finally arrived at dealers. Another challenge was to shift consumer perception of the vehicle nameplate and create appeal not only among the core auto enthusiasts who are often interested in Subaru but also the broader audience of new car shoppers, who might not usually consider the brand. The third challenge was to design and launch a site with minimal assets since photography of the U.S. models simply didn’t exist when I first began work on the project. The site was the focal point for the launch, drove thousands of highly qualified sales leads and led to their best sales year ever.