Wiesmann Launch
Brief
Wiesmann Sports Cars have been building hand made, luxury performance cars since brothers, Friedhelm and Martin Wiesmann conceived the company in 1988. Mavericks in their field, the brothers became loved by aficionados for their take on the classic GT and Roadster derivations. The fortunes of the company came and went through the nineties and into the noughties, but by 2015 the company had all but closed it’s doors.
Cue, Roheen and Sahir Berry, another pair of brothers, with an equal passion for the much loved marque. The brothers set about resurrecting the brand, revitalising the unique factory (architectually modelled on a Gecko, the brands emblem) located in Westfalia and put a new model into development to coincide with the relaunch of the brand.
As development continued on the prototype, playfully referred to as Project Gecko it became recognised that there would be a need for some traditional marketing collateral. The brief for the first part of a 2 part launch brochure was to tease the audience without actually revealing the full identity of the car.
Solution
The prototype was photographed, shrouded under a silk sheet, with abstract detail shots of body features designed to tease, but not reveal. A further series of reportage shots were taken of the research and development centre to tell the story of the rebirth of the marque.
A large format sheet size was chosen to maximise the impact of these beautiful images. However, as well as being a thing of seduction, the brochure also had to perform well in delivering detailed information about the rebirth of the business and performance stats for the car.
In order to manage this we structured the brochure by splitting it into sections. This would be defined by different paper sizes and stocks being used, with text pages printing mono onto A4, buff coloured stock (reminiscent of workshop data sheets) and all photography printing full colour onto an A3, white uncoated stock. All stocks being supplied by Fedrigoni Papers.
The final piece is seductive and informative and sets the launch of Project Gecko up for a dramatic reveal.
