Mitsubishi Europe wanted to streamline the names of the trim lines on its models. The new trim lines were to be used in the same way on all of the different models, from Colt to Pajero, in all of the countries in Europe, thereby supporting the positioning of the parent brand presenting the consumer with a transparent range of options. Four names relating to different positioning of the trim lines that were also clearly related to one another. Four names that could be legally trademarked in the crowded trademark registers and used linguistically without any problem in more than 20 countries and language areas in Europe.

The line INFORM, INVITE, INSTYLE and INTENSE was developed in four presentations for a group of international delegates. The names were extensively screened and met all of the communication and positioning, legal and linguistic prerequisites.