As a new client to the agency, Mclaren Automotive asked the HPS Group to produce a simple, but functional set of launch collateral that would complement the customer collection of their new supercar, the MP4-12C.
Supplied with a collection of luxurious imagery depicting the vehicle, it’s colours and details, the items that were in need of supply were simple, but of course had to compliment the prestige and stature that surrounds the McLaren brand.
Working in conjunction with the creative team, initial compositions were generated, offering variation on a theme that highlighted areas of the car that were felt to capture its styling and poise.
A dark background was chosen to place emphasis on the imagry, utilising McLaren’s brand colour to draw attention to key information.
Once the creative had been approved by the client, it was then applied to the various assets, including a simple piece of DM, emailers and a bespoke presentation folder, which had to contain a purchasing customers documents on receipt of a new vehicle.
These folders were engineered to offer a double pocket housed inside a fold over cover. Externally, tactile, soft touch stock with a discreet, de-bossed Mclaren logomark was used to depict the Alcantara used within the vehicles interior.
This folder solution also had to accommodate not only A4 sized documents, but also US Legal dimensions, meaning its construction had to offer versatility and consideration to the depth and location of the pockets.
Close liaison with the manufacturing printer and use of several mock ups, aided the development of an advanced piece that was approved personally by Ron Dennis, Mclaren’s CEO at the time, and used to great effect with new customers.
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Agency – HPS Group