Land Rover

Celebrating seven decades of success

It was a huge privilege when Land Rover asked us to produce the official guide to the Defender – the world’s greatest 4×4, a national treasure and a true icon. With nearly 70 years’ worth of images and stories to play with, we quickly realised that the challenge was not what to put in, but what to leave out!


The brief was clear. “The book needs to raise brand awareness by capturing the vehicle’s (and indeed Land Rover’s) original reason for being. It must be informative, impactful and exciting, appealing to both traditionalists and new prospects. It must also whet people’s appetite for the arrival of the new Defender.”

So, it was obvious this book had to be something refreshingly different. We decided to focus on people and how the Defender touched their lives. We also wanted readers to feel a sense of the Defender itself when reading this book, so it needed to be charming, demonstrating purposeful style and design pedigree.

We called it ICON because, well, that’s exactly what it is. Over 204 pages we found space for a foreword written by broadcaster Richard Hammond, our own hand-painted font, 80 original photographs, bespoke illustrations, three different paper stocks and a raft of incredible stories of adventure, sacrifice and loving life with a Defender. Oh, and we ran a bright Pantone orange throughout to give it standout quality and a touch of originality.

Pre-sales of our ICON book sold out within days and, understandably, our client was delighted: “With ICON, Foxtrot Papa not only demonstrated their world-class publishing skills but also worked tirelessly to find the untold stories that make the legend of the Defender so strong.” Chris Thorp, Global PR Communications at Jaguar Land Rover.