For over two decades, Twisted Automotive has been at the cutting edge of re-engineering Defenders, transforming a beloved British icon into a symbol of luxury, performance, and personalisation.
The Land Rover Series 1, born in 1948 from military inspiration, laid the foundation for a vehicle that would evolve into the Defender—a name that wouldn’t officially be coined until the 1990s. From farm fields to royal estates, from rugged adventures to city streets, the Defender has became a cultural touchstone, cherished by everyone from farmers to royalty. The final Defender left the Solihull factory on January 29th, 2016, marking the end of nearly 70 years of continuous production but not the end of its story.
The automotive world thrives on innovation, and nowhere is this more evident than in the realm of vehicle modification. Over the years, both individuals and companies have sought to elevate the Defender’s performance and aesthetics. Jaguar Land Rover’s own ‘Special Vehicle Operations’ (SVO), relaunched in 2014, epitomises this trend, offering bespoke luxury and performance. However, it’s companies like Urban, Nomad UK, Arkonik, Wallis Defenders, and Kahn, along with Twisted Automotive, that have truly redefined what it means to own a Defender.
At the forefront of this movement is Twisted Automotive, renowned for its meticulous conversions of the Defender 90, 110, and 130 models. Whether it’s a simple steering wheel upgrade or a complete rebuild, Twisted’s attention to detail is unparalleled, with each vehicle proudly displaying a Yorkshire plaque — a mark of authenticity and craftsmanship.
In 2016, Twisted Automotive’s Charlie Fawcett and then-brand manager Erica Thorpe enlisted United by Design to craft a narrative that would capture the essence of Twisted without directly referencing Defenders or Land Rover. The challenge was clear: differentiate Twisted from the competition while emphasising that their brand is about precision, quality, and craftsmanship — not flashy modifications.
To tackle this challenge, the United by Design team immersed themselves in the Twisted world through workshops, interviews, and on-site research. The result was a creative campaign that used the classic British toy manufacturer, ‘Britains,’ to reimagine Defenders through model making and miniature artistry. Each bespoke model was themed — Urban, Heritage, Desert — and presented in a display case, accompanied by a detailed booklet in a striking Twisted yellow slipcase, bound with nuts and bolts for a touch of authenticity.
Engaging Storytelling Across Key Themes
The booklets provided a deep dive into the Twisted story, covering key areas such as:
Introduction & Charlie’s Vision: Highlighting how 15 years of learning and refinement have shaped Twisted into the brand it is today.
Defining an Icon: Exploring the origins of the Defender and what it means to own a re-engineered British classic.
Creating a Culture: Showcasing the global community of Twisted owners, their stories, and their unique vehicles.
Point to Point Journeys: Demonstrating the versatility of Twisted vehicles, capable of conquering both urban streets and extreme environments.
This innovative approach not only exceeded the expectations of Charlie, Erica, and the Twisted team but also offered a fresh perspective on brand communication. The combination of strategic thinking and creative execution resulted in a project that was as enjoyable as it was successful, setting a new standard for how Twisted Automotive tells its story