As Acura Canada needed to pivot into a new brand direction called “Smart Luxury”, a bespoke book experience was created as an internal guide for the organization.
Role: Design
Client: Acura Canada
Agency: Grip
CD: Colin Craig
Strategy: Chris Roop
An understated yet confident exterior embraces a flood of classic black - with a cover that is surprisingly soft to the touch and paired with a metallic foil stamped logo for a subtle touch of opulence. The intent was to create a simple but strikingly handsome brand manual.
The beginning of the book starts off with a large fold out of black and white driving photography to introduce the synergy between man and machine and ultimately to evoke passion and joy for the thrill of the drive.
To create dynamic pacing throughout the book, opposing pages use contrasting colours to flood typographic spreads with black, white and silver to inject a bold but classic rhythmic experience.
Simplistic graphical charts are set against pages overflown with Acura silver ink to help visually convey new ideas for a “Smart Luxury”.
Awe-inspiring photography is used to highlight the synergy between Man and Machine throughout each chapter of the book.
To reinforce the feel of luxury, custom mixed silver ink is threaded into the printing of each photograph to produce an iridescence effect.
To strengthen the “Smart Luxury” idea - the Brand book was produced as a small print run in both English and French. A numbering finish highlighted the bespoke experience we created for Dealers and members of the organization to usher in the new brand direction.