mercedes-benz

SEPTEMBER 2024

4 WEEKS

SOLO PROJECT

THE CLIENT

The Mercedes-Benz Classic Center in Long Beach, California, specializes in restoring and preserving classic Mercedes-Benz vehicles over 25 years old. Known for its expert craftsmanship and dedication to authenticity, the Center connects car enthusiasts with the brand’s rich history through restoration services, historical displays, and community events.

IDEATION

Next, I worked with two other designers to create a mind map exploring concepts related to Mercedes-Benz and the project’s goals. This collaborative session helped surface key themes that shaped my final design, including ideas like “longevity,” “speed,” “horsepower,” and “sunlight.” These words became central to capturing the spirit of classic Mercedes-Benz cars.

Mind map brainstorming revolving around Mercedes-Benz

Guided by my audience personas and research, I moved into the ideation stage, sketching different layouts and exploring various concepts. Viewing my work through this lens, I realized that high-motion, action-driven compositions resonated best with the target audience, especially Ralph. These dynamic visuals highlighted the power and legacy of Mercedes-Benz cars in an exciting, memorable way, reflecting the luxury brand he has always appreciated. I selected two of these energetic thumbnails and developed color comprehensives before refining them further in Illustrator.

Eight thumbnail sketches in black and white of differentpotential poster layouts.

One comprehensive sketch in color of a Mercedes-Benz poster concept with a headline reading "Swift. Smooth. Unstoppable." Showcases a car swerving away from the camera in front of a body of water on rich orange-red soil.

One comprehensive sketch in color of a Mercedes-Benz poster concept with a headline reading "Blaze New Trails." Showcases car swerving around a corner in a sunset in the Grand canyons with high beams.

THE PROBLEM

The Mercedes-Benz Classic Center in Long Beach needs increased visibility to attract classic car enthusiasts and showcase its expert restoration services. To address this, the project calls for an Art Deco-style poster and vertical advertisement highlighting the Center’s offerings and brand heritage, set in Arizona. However, before designing, the first step was understanding the Mercedes-Benz Classic Center's audience.

Design

Shows the final poster on an underground big billboard, on a backdrop of white brick-style tiling.

After finalizing my sketches, I brought the design into Illustrator, refining it through several rounds of iteration. Drawing from my audience personas and initial mind-mapping session, I focused on themes of “longevity,” “speed,” and “adventure,” which guided the creative direction.

The final poster design reflects Mercedes-Benz’s legacy of luxury, quality, and performance while appealing to both classic car enthusiasts and potential collectors. Warm reds and oranges evoke nostalgia and adventure, inspired by the Arizona landscape, encouraging viewers to imagine the thrill of driving a classic Mercedes-Benz. The central imagery of the 1958 300SL Roadster in a dynamic action shot emphasizes power and performance, inviting viewers—like Ralph or Malcom—to envision themselves behind the wheel.

The tagline “Blaze New Trails Ahead” connects Arizona’s adventurous spirit with Mercedes-Benz’s pioneering automotive history. This concept fosters a sense of community and passion for classic cars while reinforcing the Center’s mission to preserve the past and inspire future exploration.

Research

I also conducted further research on different Art-Deco and WPA style fonts and illustrations, various Mercedes-Benz cars, and what Mercedez-Benz has done in car ads before.

Two personas: Ralph Williams and Malcom Jones and their demographics, personalities, and their biographies.

To better understand the Mercedes-Benz Classic Center’s audience, I explored who’s most passionate about classic cars. While Baby Boomers still lead the market, interest among Millennials has skyrocketed by 76% in the past five years. The Center attracts a wide range of clients, primarily men, from retirees and celebrities to younger generations driven by nostalgia and automotive heritage.To really ensure my designs resonate with this diverse group, I developed audience personas based on their interests and motivations. This helped clarify how to highlight the Center’s expert restoration services while capturing the timeless appeal that keeps enthusiasts coming back.