MAZDA MOTOR CORPORATION
AUTOMOTIVE MANUFACTURER
2019
ART DIRECTION / GRAPHIC & TRIM DESIGN
Founded in 1920, Mazda has evolved from its early adoption of rotary engines to targeting a more upscale audience with its "Feel Alive" philosophy, moving away from the "Zoom-Zoom" era. This new strategy aims at the "Independent Achiever," a demographic characterized by affluence, ambition, and a pursuit of excellence.
ABOUT.
SCOPE OF WORK.
Brand logo marks, apparel graphic concepts, as well as comprehensive labeling, tags and hardware collections.
FOR USE ON.
Printed Materials, Website, Apparel, Promotional Items, Keychains, Trade Show Booths, Men's and Women's Polos and T-Shirts, Video, Online Features, and Shown online during the 24 Hours of Le Mans.
SPARKNOTES.
Design brand marks, logos, and accompanying trim for their highly anticipated Essence Line and Motorsports Line.
As the lead design team, we spearheaded the creation of the branding elements utilized on the Essence Line and Motorsports Line, infusing Mazda's commitment to craftsmanship and Japanese design ethos into every aspect. Our designs, from logos to trim packages, were meticulously crafted to resonate with our target audience's high standards and Mazda's refined brand direction.
DELIVERABLES.
8 ESSENCE LINE LOGOS.
For prints on premium tees, leather patches on all-weather jackets, patches on headwear, hardware on pique polos, and metal plates for premium caps.
4 MOTORSPORTS LINE LOGOS.
Inspired by the CX-5 Dempsey Concept and rally TCR concepts for use on premium shirt prints and neck tapes.
5 PATTERNS.
Based on elements found in Japanese lifestyle, Automobile culture, and design characteristics found in every Mazda vehicle.
10 PREMIUM SHIRT CONCEPTS.
Inspired by the 2017 Mazda RT24-P Race Car, the 2017 Vision Coupe Concept, the Setting Sun of the Miyajima Reflecting off Hiroshima Bay, and the MX-5 Super 25 SEMA Race Car.
ESSENCE LINE ITEMS PHOTOGRAPHED FROM THE 2019 LOS ANGELES AUTO SHOW AND AVAILABLE TO PURCHASE EXCLUSIVELY AT THE OFFICIAL MAZDA COLLECTION WEBSITE
Essence Line design number two woven on a merrowed edge patch applied to a cap.
Printed main label and heat pressed leather patch applied to premium work jacket worn by the Takumi.
Lanyard and keychain accessories featuring design number four, and 5 panel caps.
Cationic-dyed heathered polo and featuring the printed main label and printed black foil patch.
The challenge was to encapsulate Mazda's premium positioning through apparel that was distinctively aligned with the brand. Our approach was multifaceted, incorporating Mazda-inspired patterns and cultural motifs into designs that varied in scale but consistently highlighted precision and attention to detail. These designs not only celebrated Mazda's heritage but also aimed to deepen the connection between the brand and its customers.
A MULTI-FACETED APPROACH
Launching online, the collections underscored Mazda's dedication to superior design and craftsmanship. Highlighted at the prestigious Los Angeles Auto Show, the apparel brought Mazda's brand ethos to life, demonstrating the tangible link between the cars' design and the apparel line. The initiative not only showcased Mazda's innovative approach to branding but also engaged potential buyers, merging fashion with the automotive world in a way that celebrated the spirit of Mazda.