Audi Design & Branding AUDI R8 DEALER BOOK by Factory Design Labs

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Industry Cars
Media Design & Branding
Market United States
Agency Factory Design Labs
Associate Creative Director Amy Kitt
Executive Creative Director Andrew Price, Steve Whittier
Account Supervisor Mackie Sweatman
Released June 2010

Credits & Description

Category: Books
Advertiser: AUDI
Product/Service: AUDI R8
Date of First Appearance: Jun 30 2010
Entrant Company: FACTORY DESIGN LABS, Denver, USA
Executive Creative Director: Andrew Price (Factory Design Labs)
Executive Creative Director: Steve Whittier (Factory Design Labs)
Associate Creative Director: Amy Kitt (Factory Design Labs)
Senior Art Director: Gordon Chislett (Factory Design Labs)
Associate Creative Director/Copywriter: Dean del Calzo (Factory Design Labs)
Production Manager: Heather Popenhagen (Factory Design Labs)
Account Director: Jeff Mayes (Factory Design Labs)
Account Supervisor: Mackie Sweatman (Factory Design Labs)
Senior Account Manager: Kirsten Karlsson (Factory Design Labs)
Printer: (ColorGraphics)
Media placement: Dealer Book - 3 Copies Sent To 200 Dealers Around The Country. Additional Copies Available For - 30 June 2010

Describe the brief from the client
Create an owner confirmation piece that proves that the owner made the right decision. Create a book that not only showcases the car itself but sells the dream of owning the car.

Describe the challenges and key objectives
Our objective was to create a printed piece that set a new standard for premium luxury in-dealership print materials. Rather than doing the typical car brochure that offers the consumer the specifications and available options, we wanted to sell the dream and the passion this vehicle represents. The challenge in doing this was convincing our client to think out of the box and use varying printing techniques not typically found in the car segment. Specifically Audi was hesitant to make the leap to use uncoated stock which is traditionally not used in the car industry, especially not in the luxury segment.

Describe how you arrived at the final design
We arrived at the final design of this book keeping in mind that we were selling the dream of owning the R8, not just the car itself. Much like the car, the piece itself is unlike anything else in its class. It showcases the Audi R8 utilizing varying printing techniques not typically found in the car segment. Printed on uncoated stock in mostly a black and white palette. Gilded edges. French folds. As the car demonstrates what's possible in design, fabrication, power and handling, the book embodies this spirit.

Give some indication of how successful the outcome was in the market
Only 4,000 total R8 Books were printed and only 3 were sent to each R8-certified dealers of which there are only 200 in the country. While it is difficult to track the direct impact this book had in correlation to sales, it certainly made an impact on those buyers who were serious about purchasing the illustrious Audi R8.