The project
"Revive" the brand Duesenberg, an American car manufacturer that no longer exists in the industrial production and - nevertheless - still lives, latently, in the imagination of people, through the memory of its products and communication activities and, above all, through the social role that it has established over time.
The Brand Pack
Metadesign activity whose main goal is to establish the set of rules and communication elements required to bring the brand back to life.
The outputs of this activity are three communication artifacts - brand book, brand magazine, brand video - that, integrated in a single pack, define and portray the brand identity.
Brand Book
Starting from the brand heritage’s analysis, values and characteristics of the brand are identified and visualized through images.
Read the full text on Issuu
Brand Magazine
Editorial publication presenting stories of people and companies sharing the same values of Duesenberg.
Read the full text on Issuu
Brand Video
Visual manifesto of Duesenberg, a declaration of its role, values and intentions.
The Brand Strategy
Translation of the Brand Pack whose main goal is to raise awareness of the brand identity, creating engagement with the prospects.
Positioning
Duesenberg's values and characteristics are synthesized in the Creative Business Idea tool.
Content strategy
The tone of voice of Duesenberg communication is formal and elegant, to match the users it addresses.In addition, the one-to-one conversation with the community created creates a unique and personal confidence between brand and user.
The brand pillars are elite, technological innovation and attention to detail. They are translated in three communication formats.
The Duesenberg communication ecosystem include both social media - Instagram and Whatsapp - and a property website.
Special Activation
A dedicated event has been designed in order to relaunch the brand Duesenberg.
Participants
A small group of people meticulously selected on the basis of affinity with the brand values and belonging to like-minded brands' communities.
Invitation
A small box of extremely precious material with glasses inside will be sent to the guests: when they will wear them, they will be immersed in a VR preview of the event and a telephone number for further informations will be displayed. Inside the box there will also be a written invitation.
Location
The event will take place at the Louvre museum, in order to create an atmosphere for the guests that is exclusive and unique as a work of art.
How to arrive
Guests will be provided with a private jet that will transport them from their location to the museum.
Dinner & Music
A Duesenberg inspired menu will be created for the occasion by the chef Umberto Bombana; the Wiener Philharmoniker will perform during the event, playing unpublished works of renowned musical pieces, revisited in a modern key thanks to the introduction of instruments in line with the contemporary music.
Enterteinment
The guests will attend a show by Joshua Bell, a very prestigious violinist, who will play a Stradivarius violin for the occasion. The event will continue with the dinner, the presentation of the brand by the executives and finally a tasting of the best liqueurs will be offered, including Cognac Grande Champagne and Dalmore 62.
Duesenberg
Built to Outclass, Outrun & Outlast
Duesenberg is a project by
Caterina Cedone
Alena Lyskova
Greta Magri
Francesca Pieraccini
Federico Pozzi
Gloria Tazzini
Thanks!
