Digital branding campaign

Carrera / Weiden+Kennedy / Lead Digital Art Direction, Digital comm. Strategy

Carrera asked W+K to rediscover the brand truth and to rebuild the brand tone of voice via a fully integrated campaign.

The idea  – Racing since 1956
Inspired by the brave and daring attitude of the Carrera Panamericana, Carrera has racing written in its DNA. Under the new moniker “Racing since 1956″, Carrera merges the fashion and the racing world, rediscovering its heritage and talking directly to those who choose to live in the fast lane of life.

The campaign is a real re-branding exercise, in which I’ve been involved with ever since the very first pitch stage, both concepting and designing.
The work to do was a lot, so I took the lead of the Digital Team, overseeing the UX, design and development of the new website; coming up with a social media strategy and creating all the content necessary to launch the brand online. While print was calling to army all the daring fashionists out there under the battle cry ‘you race or you don’t’, digital created a solid ecosystem of content and services to bring to life and give depth to the brand’s voice.

The website embraces the brand’s heritage, bringing to life the racing attitude with big visuals and bold graphic elements.
The user is at the core of the experience, with the full product catalogue being brought to life with large images and intuitive interactions, ensuring a fast and clear navigation. A fashion editorial approach provides background to the brand and collections creating inspiring shareable content that ladders up to the racing attitude.

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