Mazda Motor Corporation
Founded in 1920, Japanese automaker Mazda Motor Corporation became well-known for their use of rotary combustion car engines in the 1960s. Always manufacturing with extreme attention to detail, Mazda identified a need for improvement of their overall brand and automobile. Their target customer strategy is to attract a premium buyer who will appreciate Mazda’s core philosophy and approach that manifests in elegant vehicles. This heightens the driver’s experience and makes them feel alive. This new direction focused on a need to “Feel Alive,” somewhat detaching from the well-known “Zoom-Zoom” catchphrase.
SERVICE
Art Direction / Graphic & Trim Design
CLIENT
Automaker Company
YEAR
2018 - 19
Target Profile
Mazda sent in a brief, requesting full trim collections for their upcoming “Essence Line” and “Motorsports Line.” This aimed its focus on the following targeted individual: Who Are They? The Independent Achiever is a more affluent and discerning individual. They are driven to constantly improve themselves and are willing to work hard to achieve their goals. They have high expectations for everything in their lives. Independent Achievers are ambitious and driven by the need to fulfill their greatest potential. They want to attain their best selves and live fascinating lives. They challenge themselves to master new skills and operate at higher levels because that is when they feel most alive.
Client Provided Graphic
Scope of Work
My task as lead designer was to create designs, logos, and a full trim package while incorporating selective verbiage and Japanese design techniques into hangtags, labels, buttons, plates, and more. All items had to appeal to the target individual while aligning with the purpose of the visual guidelines. All deliverables needed to be created in sync with the new brand direction of Mazda and needed to support the established attention to detail this Japanese car company is known for.
Premium Design
Initial designs were created with a focus on clear communication of the brand. Mazda sought a target audience who cares about name brand and premium labels. The most effective approach to successfully elevate Mazda to a premium brand through the apparel avenue was to make the designs as specific to Mazda as possible.
Client Provided Graphic
A Collection of Designs
Designs that were created had to not only support the new direction of the brand but also be executed at a various sizes… at various sizes, presenting a variety of application challenges. Some items are designed as small as ten millimeters. Others were as big as full t-shirt designs. Though simple in nature all presented designs, effectively communicate an attention to detail that meticulous Japanese automobile enthusiasts can appreciate.
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Cultural Integration from Japan
Selected details from Mazda interiors were constructed geometrically to create patterns that represent the unmistakable bond between driver and car. These patterns were developed to give the human touch a graphic representation. Each pattern was carefully designed to represent elements in Japanese culture. They add an extra level of meaning, connecting these designs with tangible details found on newer Mazda vehicles.
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Beyond Trimmings
A small set of concept shirt designs were developed exclusively using the logos and patterned designs. The shirt designs were created to support each individual design's usage well beyond the field of trim. This goal was accomplished using a traditional left chest with full back approach to most of the tees.
Substance
Designs for the Mazda Essence Line and Motorsports Line apparel collections first appeared online at MazdaCollection.com. The designs, patterns, and final trim items are intentionally highlighted to support the premium apparel quality. Inside Mazda writes, “Intended to capture and express the spirit of Mazda, the Mazda Essence Line and Motorsports Line apparel collections further convey Mazda’s commitment to compelling design and careful craftsmanship.”
Intentional Design
The article highlight the meticulous attention to detail taken when considering all aspects of design. Gregory Warmsley, Director of Brand Style Management at Mazda’s North American Design Studio, intended for the collection to give “people something they can enjoy wearing just as much as they love to drive our cars.” While creating these designs, patterns, and trims, this objective was my main focus.
Los Angeles Automobile Show
Founded in 1907, the Los Angeles Auto Show (LA Auto Show®) is one of the most influential and best-attended automobile shows in the world. The yearly show delivers worldwide media exposure, global industry networking, and experiential marketing. Pieces featured on Essence Line apparel were displayed in the Mazda showroom for the ten day show. The work came to life for tens of thousands of individuals who frequent the show each year. During my time at the Mazda booth, I witnessed a handful of purchases from Essence Line merchandise. Customers who expressed interest in buying a Mazda vehicle in the near future were given the brushed steel billet keyring in exchange for their contact information.