Ginetta

Graphic Design, Brand Communications & Advertising,
Design Consultancy

Brief

'Design the 2019 media pack with a dark, edgy and professional twist.'

This project was a dream come true for our CEO Aimee, who is a huge motorsport fan and remembers spending many weekends watching the Ginetta race series as a teenager -particularly sitting in the rain, wrapped in a blanket, eating sandwiches with her dad at Oulton Park race track.  Aimee remembers the feelings of adrenaline, thrill and inspiration as she witnessed the drivers push themselves and their cars to the limits. These memories underpinned and drove the conceptualisation process. Aimee was clear that the design must provoke these feelings that stayed with her long after the chequered flag was waved.  

With the principles for the design firmly established, the next step was to explore the heart and soul of Ginetta.  It has the reputation as one of the most renowned British Heritage race car brands and recently celebrated its 60th birthday.  The brand is steeped in tradition, but, operates from a state-of-the-art facility in Yorkshire to produce world class, hand-built machines.  It prides itself on quality, employing some of the UK’s brightest engineering and manufacturing talent, to ensure competitive racing for the aspiring racer to seasoned professional.  We felt it was essential that the design strikes a balance between the heritage, history and tradition with the ultra-modern, cutting-edge excellence.

Using Ginetta’s high quality image library, we applied a ‘dark, edgy effect’ across a landscape, double-page layout to ensure the images achieved their wonderful potential.  We included an orange gradient diagonal ‘swoosh’ across the majority of pages as it gives a sense of speed and movement; compliments the dark edgy-ness; whilst still giving a nod to Ginetta’s traditional brand colour.

The end usage of the media pack was critical in the cover design process.  We know that it needs to be eye-catching as it will lie flat on desks, coffee tables and marketing stands.  The first impression must be amazing whilst the cover needs to be robust to resist dirt. Due to this, the cover went through several iterations to ensure it met the aesthetic and sustainability requirements.  The final cover design ensured consistency of the interior images and certainly stands out as dark, edgy and world class.