Mercury dealership re-brand

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.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s