BRAND STRATEGY

BRAND IDENTITY

BRAND MESSAGING

BRAND GUIDELINES

WEBSITE DESIGN

WEBSITE DEVELOPMENT

CONTENT STRATEGY

ART DIRECTION

CONTENT PRODUCTION

Challenge:

Luxury Rally Club is a private experience based company that hosts the best and most exclusive car rallies in the world. Having hosted rallies like the 100 Years of Bentley Rally, LRC has developed a client roaster that includes the wealthiest individuals on the planet. With so many important eyeballs on the brand they felt that their brand severely lacked the caliber and quality to appeal to their ideal luxury demographic. Their brand assets (logo, website, social media) were completely outdated and they had no strategy for how to dominate online. As the founder stated, he felt that they were “lost with no idea of where to go or what to do”

Luxury Rally Club

Overview

LRC - A brand strategy that accentuated the personality of the most exclusive car rallies in the world

BRAND STRATEGY
BRAND IDENTITY
BRAND MESSAGING
BRAND GUIDELINES
WEBSITE DESIGN
WEBSITE DEVELOPMENT
CONTENT STRATEGY
ART DIRECTION
CONTENT PRODUCTION

Approach:

Because LRC does things differently in the car rally space, we built a luxury brand that iss able to stand out. We established a position that was distinguishable within a saturated category by complementing its brand with a high-end personality and expert voice.

To activate our refined strategy, we designed the brand to be luxurious, exclusive, and attractive using a relatable and expressive visual language. We applied this language to various touchpoints, including advertising, social, and eCommerce.

Cracking Social

Branding

Identity Development

Brand Strategy + Identity - The first step to greatness is in knowing one’s self. Ones identity is how we make the most important decisions in life. The same goes for your brand. A strong identity takes you from lost to breaking through. After a deep dive into Luxury Rally Club’s ethos and mission , we redesigned the logo, brand colors and brand guidelines to provide unity, identity and more importantly DIRECTION.

Brand Identity

Drawing inspiration from the past logo, we created a new emblem with modern illustrations, sleek, bold colors, thick font, and an cinematic photography direction. Each element of the identity represented both the science behind the brand and its perception among users.

Brand Messaging

during our research phase, we found that people gravitate towards LRC's content naturally, at times, feel like they're part of the club. This illution of invitation has helped inform how we positioned the brand. Together with the LRC team, we rooted our strategy in a stress-free anti 9 to 5 life, based on their products' emotional benefits. This feeling of success influenced our brand and, ultimately, the way we rebranded this company back to life.

Luxury Rally Club

Web Design & Development

Experience ReDesign

Because LRC’s previous website did not speak to their ideal client avatar we redesigned the entire experience. We used other luxury brands as a reference point that would make the consumer feel at home.

The minimalism and refined style was used to create a positive link in the consumers mind and to associate LRC with brands like Ferrari, Bentley, and Lamborghini

Prompting engagement through motivation and entertainment.

With a strong sense of identity in hand we embarked on crafting a digital experience that was focused on conversions and communicating the brands mission.

We used video, minimalistic icons and strong imagery to guide the consumer through the important aspects of the brand.

Restructure

Beyond beauty, a world class website should drive conversions. That was our goal from the start. The entire design is meant to function like a conversion funnel. It showcases all of the unique benefits and features that the brand gives their consumers.

We built this in an easy to follow structure that would sell the customer on the brand from when they first land on the website.

Luxury Rally Club

Content Strategy

Refined Content Standards

We overhauled content standards and guidelines to craft a voice that echoed LUXURY. We delivered this through a unique use of cinematic trailers, bespoke photography and icons that spoke volumes.

Content Strategy

One of the site’s most distinguishing features is the deep integration of content and connection to drive engagement. With storytelling at the center we used a cinematic founders story to create rapport between the brand and the consumer. The visual experience was also layered with stimulating trailers to drive the brands narrative forward.

Content Explained

A world class video is both functional and beautiful. It has to live and breathe emotion. Luxury Rally Club’s 100 Years of Bentley Rally was a staple experience for the brand. Having been disappointed by another agency who developed an edit that fell below their standards, Luxury Rally Club asked if we could step in and make the content ICONIC. With over 14 days of footage the task at hand was intense and labor intensive. A large portion of the content the other agency had filmed was UNUSABLE. With frustration heavy on the heart we decided to tread forward and use key elements like color grading, music choice and fast cuts to make the video an emotion packed roller coaster. This was the result.

Play Video

And this was the founders reaction

“I’m speechless. Thank you for this incredible memory”

- Trevor Johnson

Social Media Structure + Strategy

Every element of the social media experience was designed to activate the brand strategy. We used minimalistic story icons, a visually appealing feed design and a clean and direct bio to increase conversions and considerations for the brand. Our content strategy was designed with a single focus. Increase the frequency that the brands shows up in the mind of the ideal consumer.

The Result - A 1000% Increase In Social Media Reach

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