Mercedes-Benz Design & Branding SEAT TYPOGRAPHY by Lukas Lindemann Rosinski

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Industry Cars
Media Design & Branding
Market Germany
Agency Lukas Lindemann Rosinski
Creative Director Markus Kremer, Thomas Heyen
Art Director Soen Becker
Copywriter Tim Esser, Jan Hoffmeister
Released January 2012

Credits & Description

Category: Advertising Typography
Chief Creative Officer: Arno Lindemann (Lukas Lindemann Rosinski)
Chief Creative Officer: Bernhard Lukas (Lukas Lindemann Rosinski)
Creative Director: Markus Kremer (Lukas Lindemann Rosinski)
Creative Director: Thomas Heyen (Lukas Lindemann Rosinski)
Copywriter: Jan Hoffmeister (Lukas Lindemann Rosinski)
Copywriter: Tim Esser (Lukas Lindemann Rosinski)
Art Director: Soen Becker (Lukas Lindemann Rosinski)
Account Manager: Jascha Oevermann (Lukas Lindemann Rosinski)
Agency Producer: David Soukup (Lukas Lindemann Rosinski)
Media: Karen Jaeger (Novalux Multimedia)
Postproduction: (Appel Grafik Hamburg)
Media placement: Newspaper - Schleswig Holstein Am Sonntag - 1. January 2012
Media placement: Newspaper - Missler - 1. January 2012
Media placement: Citymagazine - Piste Flensburg - 1. January 2012
Media placement: Digital OOH - Videoboard Airport Stuttgart - 1. January 2012
Media placement: Digital OOH - NovaLux Multimedia 18/1 - 1. January 2012
Media placement: Digital OOH - City Light Board Hamburg - 1. January 2012

Describe the brief from the client
Due to their flexible seats, the vans from Mercedes-Benz are perfect for every situation. Our goal was to show the nearly unlimited interior concept in an innovative way.

Describe the challenges and key objectives
We had to deal with many different target groups. The challenge was to demonstrate that Mercedes-Benz offers the right van for every need: for business, for family, for sports & leisure, for everything. Our designs had to be as flexible as the Mercedes-Benz vans.

Describe how you arrived at the final design
Obviously, a good benefit always comes out of its product. Our idea was to let the vans talk about their flexible interior themselves. With typography generated by different seat configurations, the Mercedes-Benz ‘Seat Typography’, a full alphabet, including punctuation marks and numbers from 0 – 9 was created.

Give some indication of how successful the outcome was in the market
The ‘Seat Typography’ was implemented in different media channels: Outdoor, Print, Press and Live as a digital clock on motion billboards. Through this diversified media strategy the number of test-drives increased by 22% during the campaign period.