In 2004, Mercury released the Mariner and Montego as vehicles that were to take their “grandparents” brand back into relevance with younger buyers. A large part of how car companies market re-branding is to work with dealers on how to describe and sell the new look and feel of the product with multimedia tours that put the cars on stages for presentation and tracks for testing.
When Jackson-Dawson got the job to do a national dealership tour, there was very little artwork or advertising created for these cars. As the art director, I had a lot of latitude creating a style to present these cars to dealers, even though our tour was months ahead of the national ad campaign. I used aggressive cropping and image manipulation, space, and repeating circle forms that mirror the round mercury badge, as elements to create stage graphics, banners, booklets, signage, web graphics, animation, and other collateral in a consistent style reflecting a radical departure from the ‘old’ Mercury.