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PUNCTUATE ACURA'S AUTO SHOW PRESENCE
Coinciding with the 2016 return of the Acura NSX and the reintroduction of the brand’s founding tagline—Precision Crafted Performance—Acura aimed to reaffirm its performance focus and reclaim its racing heritage.
Our assignment was to punctuate Acura’s auto show presence with a collateral element evidencing the brand’s new performance direction and emphasizing its refreshed visual identity.
IMMERSE ATTENDEES IN ACURA'S NEW BRAND APPROACH
Our approach aimed to immerse auto show attendees in Acura’s new voice and personality. Reimagining the traditional brochure as a brand experience, our design showcased Precision Crafted Performance in a youthful and dynamic way.
Our design leveraged elements of the brand’s performance history, current products as well as Acura’s badging convention to debut a new performance-oriented typeface. It brought to life the emotion and excitement of Acura’s new direction, showcasing Acura’s point of view on performance and the beliefs that make the brand distinct.
IT EVIDENCED THE EMOTION OF ACURA PERFORMANCE
Our resulting design provides a tangible and dramatic expression of the brand’s new direction and visual redesign — going beyond the conventional specs and stats of a traditional brochure. It provided an emotive and engaging element to Acura’s auto show presence and has informed the application of Acura’s new design language across other mediums.