My Granddad brought his family to Brighton on summer day trips, to escape a drab post-war London. He found utopia in a pot of cockles, a deck chair and a bottle of light ale. I found a utopia of my own in a city with broad horizons, which is what inspired me to set up a studio here in 2010.
Having gained a wealth of experience in agency-land, we pull on this knowledge to offer creative solutions across a variety of brand challenges. We believe in simple, direct communication and apply this to print, screen and environmental design.
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Bill McGrath has long been known as the guru of the classic Maserati marque. Now dearly departed his legend lives on through his business with Andy Heywood at the helm. Andy has developed the business from an artisan workshop to the well oiled machine that it is today with his intention to offer state-of-the-art servicing to the modern Maserati owner. Red Design were approached to reappraise the brand against the direction of the business, with ABD being hired as creative lead on the project.
Our approach was to bridge the appeal between these 2 audience groups. The first step was a name change (or adjustment), we dropped the ‘Bill’ and added ‘Maserati’, establishing McGrath Maserati as the go-to specialist in the UK. The visual identity would be inspired by the vernacular of Italian cafe culture and more specifically the Mille Miglia race which embodies the idiosyncratic Italian joy for life ‘La Dolce Vita’. This would be tempered by routing the identity in the Din font family, giving it order and structure.