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The FIAT brand, part of FCA (Fiat Chrysler Automobiles), was successfully re-introduced to the North American market in recent years. The client wanted a catalog that showcased the newly expanded FIAT 500 brand line-up: the 500 Abarth, 500 hatchback, 500 cabrio, 500e, 500L, and 500X. The cars vary in size and functionality, and the book’s purpose was to give customers an overview of their different options. The brand’s Italian heritage is a key differentiator in the crowded U.S. market, and its “fun-to-drive” and minimalist Italian design philosophy needed to be communicated.
The striking cover immediately sets the tone: the Italian word for “500”, Cinquecento, appears in bold, colorful stacked type. Type colors correspond with the distinct FIAT 500 paint choices, while its back cover features a graphic pattern based on the FIAT logo. Inside, the 112-page book is divided into colorful chapters dedicated to each nameplate, beginning with a posterized image of the car. Fonts, photography style and layout all work to convey the unique FIAT brand personality…and with the many personalization options presented, the customer discovered they could buy a car that is uniquely “them”.
The 2016 FIAT Brand catalog became the design benchmark for marketing print communications. Many elements were borrowed for vehicle launch presentations, auto show displays, brand videos and merchandising. FCA (Fiat Chrysler Automobiles) saw global profits rise in 2015 (the true catalog release date), with strong North American sales.