Project Description
Creative Director – Vector Aeromotive
The challenge presented by the Vector program was two-fold: Relaunch the brand while you’re launching the company’s new M12 super car. How do you bring an American vehicle of this type to a market filled with established European marques? The idea was to present a brand, product, and communication materials that represented the best of American ingenuity and driving aspirations. The insight “American Dream” immediately separated the car from its European rivals while connecting with the aspirations of potential owners. The heart of the program was going to be the brochure. Presented to Vector CEO Peter Rose, the concept was to create a larger-than-life brochure (15.5″ x 12″) for a larger-than-life car.
Peter’s response to my mock-up: “This makes a statement. I love it!” A new logo and font were created as part of the relaunching of the brand. Champagne was chosen as the launch color to further set the program apart from the Europeans. This was married to copy that artfully told the story of Vector and the new M12 through the ideas of the “American Beginning”, “American Power”, “American Craft”, and “American Movement”. The brochure went on to win a Florida Print Award. The program landed the car on the cover of Road & Track magazine garnering the company millions of dollars in exposure. 16 cars were built before the Indonesian owners pulled the funding. The cars continue to be sought by collectors.
The challenge presented by the Vector program was two-fold: Relaunch the brand while you’re launching the company’s new M12 super car. How do you bring an American vehicle of this type to a market filled with established European marques? The idea was to present a brand, product, and communication materials that represented the best of American ingenuity and driving aspirations. The insight “American Dream” immediately separated the car from its European rivals while connecting with the aspirations of potential owners. The heart of the program was going to be the brochure. Presented to Vector CEO Peter Rose, the concept was to create a larger-than-life brochure (15.5″ x 12″) for a larger-than-life car.
Peter’s response to my mock-up: “This makes a statement. I love it!” A new logo and font were created as part of the relaunching of the brand. Champagne was chosen as the launch color to further set the program apart from the Europeans. This was married to copy that artfully told the story of Vector and the new M12 through the ideas of the “American Beginning”, “American Power”, “American Craft”, and “American Movement”. The brochure went on to win a Florida Print Award. The program landed the car on the cover of Road & Track magazine garnering the company millions of dollars in exposure. 16 cars were built before the Indonesian owners pulled the funding. The cars continue to be sought by collectors.
Skills: brand identity, brand development, art direction, communication design, multi-disciplinary collaboration, cross-functional collaboration, topographic design, graphic design, conceptual design, c-suite presentations, copywriter, vehicle design, livery design, product design, industrial design
