Bentley Motors Pebble Beach UX & Graphic Design

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For many years, we worked with Bentley Motors to create their advertising, CRM materials, public relations, and North American event management. One of our premiere and keystone events takes place annually on the Monterey Peninsula, California. Aptly titled, Monterey Car Week, the ~10 day event is often referred to as the Pebble Beach Concours d'Elegance — named for The Quail golf resort at Pebble Beach, and the epicenter of the miles-wide event.

"Pebble Beach" was once a 1-2 day event surrounding the showing and selling of pristine classic automobiles. A global attraction pulling people from every corner of the planet, the event has blossomed into an all-consuming affair stretching for miles.

Automotive and non-automotive Brands (mostly within the high-luxury spaces) garner attention through ever-larger micro-events of their own, scattered across the peninsula. As is the case with Bentley Motors, these micro-events are often distilled experiences custom-built to specific audiences with bespoke messaging. Each year for example, Bentley Motors would target 5 or more separate spaces, each with their own target audience. The Concours itself caters to the Heritage owner and appreciator. At Laguna Seca, we would concentrate on speed and engineering. The Folktale Winery was a sit-down family-centric / networking dining experience. The other end of the Concours was set up to showcase new product, and some years we would rent a private home which was used for private showings and product debuts.

In addition, this year was special in that the Brand was making a large announcement (the debut of the new Continental GTC, as well as their entrée into motorsports with the GT3, among other high-level news). This required three tiers of communication messaging: For Owners, for Employees (dealer principals, brand ambassadors, and executives), and for Prospective Owners.

Since each of the five event spaces already sought to attract their own unique audiences, this need to micro-target audiences within those audiences expanded the communication collateral by a factor of three — going from 5 sets of communication materials to 15.

Complicating matters, is that during this timeframe, I was the only creative at FUSE°, also creating similar materials for 4-6 other brands also activating at Monterey Car Week!

The following materials demonstrated all of the produced materials, large format graphics, HTML emails, microsites (plural), and various collateral built for the Bentley Motors client in 2013. Taking critiques, comments and photography from Mr. Ward (our Account Director) and the client, I designed all materials. The physical builds were produced through Meteor, Tectonics, Tepel Brothers Printing, and Design Werkes (Germany).

Client: Bentley Motors
Agency: FUSE° Communication
Account Director: Chris Ward
Creative Director / Production: Brian Kotulis
Copywriter: Nick Swallow

Copywriting: Brian Kotulis

Account: Heidi Del Serrone (Gullekson)
Printing: Tepel Brothers
Physical Build: Design Werkes
Large Format: Tectonics Printing
Large Format: Meteor Printing

Bentley Motors at Monterey Car Week
Pebble Beach Concours d'Elegance 2013
Event Print Collateral: Invitation Mailer with Inserts, Information Cards, Lanyards with Credentials, and Pocket Invites

Bentley Motors at Monterey Car Week
Pebble Beach Concours d'Elegance 2013
Event Website: VIP Guest Version

Bentley Motors at Monterey Car Week
Pebble Beach Concours d'Elegance 2013
Event Website: Home of Bentley at Pebble Beach Version

Bentley Motors at Monterey Car Week
Pebble Beach Concours d'Elegance 2013
Event Website: Dealer / Employee Version

Bentley Motors at Monterey Car Week
Pebble Beach Concours d'Elegance at The Quail 2013
Concours Signage and Large Format Graphics, Event Build, Experiential Components

Bentley Motors at Monterey Car Week
Bentley Motors Private Home at Pebble Beach 2013
Private Home Signage and Large Format Graphics, Event Build, Experiential Components

Bentley Motors at Monterey Car Week
Laguna Seca Raceway 2013
Laguna Seca Raceway Pit Hangar Signage and Large Format Graphics, Event Build, Experiential Components

Bentley Motors at Monterey Car Week
Bentley Motors Private Home at Pebble Beach 2013
Private Home Simple Signage and Kiss-cut Vinyl Window Graphics, Property Signage

Bentley Motors at Monterey Car Week
Bentley Motors Private Home at Pebble Beach 2013
Private Home Art Canvases

Bentley Motors at Monterey Car Week
Bentley Motors Private Home at Pebble Beach 2013
Private Home Micro Signage and Dr

Bentley Motors at Monterey Car Week
Pebble Beach Concours d'Elegance at The Quail 2013
3D Rendering Concept Art for Event Stage and Platform, Exterior / Interior