Coutts Automobiles
Branding, Print & Website
THE CLIENT
An exclusive luxury car dealership based in London, Coutts Automobiles sold new and used supercars, sports and executive cars such as Bugatti, Ferrari, McLaren, Porsche, Mercedes, etc.
THE CHALLENGE
As a newly formed business, they required an effective high-end brand identity to be created that would help them quickly establish themselves amongst the leading luxury car dealerships in the UK, taking on established rivals, such as: Romans International, HR Owen and Amari.
All printed & digital applications of the brand then needed to be created, including showroom signage & display branding, printed items such as office stationery, invoice templates and marketing material, and the design and development of a feature rich website.
MY ROLE
- Art direction & design
- Branding R&D
- Logo design & brand styling
- Website design & development
- Showroom signage & floor mats
- Vehicle plates & window stickers
- Branded merch (keyrings, pens, etc.)
- Stationery, folders & custom cards
- Showroom photo shoot direction
TOOLS
- Pencil & paper
- Adobe Illustrator, Photoshop & InDesign
- Adobe XD
- WordPress
The brand logo design was created using the letters C and A to form the profile of a Bugatti Veyron – one of the most exclusive luxury sports cars available.
A modern sans-serif typeface was used for the lettering and the logo was primarily used with a metallic silver effect (when possible) – such as on the website header and printed items (such as stationery) – and the dark grey base colour was used exclusively across everything. The colour palette worked well to represent the upmarket and masculine nature of the client culture.
TYPOGRAPHY & COLOURS
Used for:
Corporate Identity / Logo
Primary Font
Used for:
Website Font
Primary Colour
Pantone Cool Grey 11 C
C:8 M:4 Y:0 K:65
R:83 G:86 B:90
Metallic Silver Foil
Foil Printing on Logo
Stylised Digital Logo Effect
WEBSITE
Apart from the prominent showroom location in West London, a key aspect of the business was developing a feature-rich website that not only presented visitors with a stunning directory of vehicles and information, but also included a CMS that allowed the sales team to easily administrate the content.
As the professionally photographed high-end vehicles were the key to user engagement, a bespoke, full-width layout was created to maximise the vehicle imagery or video content. Users could also utilise a ‘shortlist’ feature, allowing them the option to save their favourite vehicles for quick access.
A custom WordPress development was created for the sales team to manage on a daily basis, which included several automated options to help speed up the process of inputting new vehicle listings (such as vehicle spec options), and a bespoke registration plate system was also created. Also, an automated on-site SEO setup was included to save time in indexing each vehicle.
