This work was developed for Porsche North America in an effort to evaluate their existing automotive collateral against the competition. Porsche has used the same size and layout for their collateral for many years, a small handbook style meant to mimic an engineering manual. The assets were reworked with a completely new layout and tone of voice to evoke a more emotional response. The layout was changed to landscape format to align with the concept of the open road and the photography reworked to bring more of a dramatic emotional response to the feeling of owning and experiencing a true race car. The new brochure was tested at the NY auto show against the current collateral and competitors Audi, Lexus and Mercedes. The results showed that it was favored two to one against the combined competition.
The existing Porsche Collateral. (above)
The revised design (below).
