Subaru
A new retail experience for Subaru dealerships Australia-wide, we worked in collaboration with the world-renowned interior design firm, Chada, to redefine the car buying experience for the 21st century.
Click play above to page through book.
Brief
With only 4% of customers globally saying they enjoy the car buying experience, Subaru committed to actively change this statistic through a new, innovative design approach to their showroom and workshop environments, that would emphasise community and create enjoyable interactions with the Subaru brand. We were engaged by world-renowned hotel interior design firm, Chada, to create Environmental Graphics that deliver “moments of joy” to express the personality of the brand, and complement the design ethos — warm, welcoming and innovative. An important part of the project was to encourage individual dealerships to activate the new design philosophy within their own showrooms and workshops. We created The Blue Book, a manual for Subaru Dealerships of the Future, as a critical storytelling tool to embody the innovative new brand environment. The book communicates the value of the new showroom/workshop upgrade to dealerships Australia-wide. It also describes the benefit to their customers, by providing “refreshingly fun and enjoyable experiences” and by nurturing “at home with Subaru” interactions. The new look showrooms and workshops were launched February 2020 at the Subaru dealership convention, to enthusiastic response.
Solution
The Blue Book communicates showroom/workshop standards in a clear and engaging format, providing a quick reference to the varying showroom configurations. The modular custom binder reflects the flexible interior design solution, allowing for future additions. Contrasting textures were central to the creative approach, emulating the welcoming ambience provided by showroom interior finishes. The buckram box binder — with contrasting interior and matt black hardware — features pearlescent foils, reminiscent of the rich Duco sheen finish on cars. Kraft section tab dividers and Yupo sub-tab dividers provide easy access to information and thoughtful durability. Trace overlays and felt paper aid the immersion of the senses.
Credits
Brand Strategy
Kirsty Ludbrook + Emma Sharley
Brand Identity
Kirsty Ludbrook
Merchandise Design
Kirsty Ludbrook
Business Collateral
Kirsty Ludbrook
Credits
Client
Chada
Wayfinding & Environmental Graphics
Kirsty Ludbrook
Brand Standards Manual
Kirsty Ludbrook
Interior Design/Masterplanning
Chada
Credits
Brand Strategy
Kirsty Ludbrook + Emma Sharley
Brand Identity
Kirsty Ludbrook
Merchandise Design
Kirsty Ludbrook
Business Collateral
Kirsty Ludbrook
WORK
Contact
85 William St, Level 2
Darlinghurst, Sydney
NSW 2010 Australia
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Services
Brand strategy
Brand identity
Brand environment
Websites + eCommerce
Photography + video
Content marketing
Packaging
Print + editorial