President's Club
The Mazda President's Club travel incentive recognizes Mazda's top performing dealerships for Sales and Customer Service. As such, each year's trip materials need to reflect the club's elite status.
LOS CABOS, MEXICO
In 2016 Mazda updated their brand standards stipulating the use of dark monochromatic photography and black typography in all Mazda communications materials. The new requirements were embraced and taken a step further through the integration of silver foil and metal, while the subtle inclusion of an Aztec pattern resulted in an unexpected and luxurious Mexican event look and feel.
Kyoto, Hiroshima & Tokyo, Japan
In celebration of Mazda's 100th anniversary, Mazda decided to send President's Club winners to the company's country of birth, Japan. To reflect the significance of this event the inclusion of a number of Japanese touches were proposed for the trip communications. In addition to a Japanese stitch bound program of events, a custom Furoshiki (Japanese eco-friendly cloth wrap) was designed for the program's pre-trip mailing box. Furoshiki originated in 710 B.C. to wrap and protect treasured goods in Japanese temples. The Seihaiha waves pattern, printed on the silk scarf, embossed and/or printed on trip print materials and subtly incorporated into the registration website footer, represents surges of good luck, power and resilience in Japanese culture. Unfortunately because of COVID-19, the trip was postponed before most of the designed materials were produced. Mazda currently plans to finish production and send winners to Japan in 2021.
The last two images above represent alternate pre-trip packaging options that were presented to Mazda along with the chosen Furoshiki wrapped box option.
A subtle zooming in and out of a Japanese pagoda photo, provided animated visual interest to the registration site while drawing attention to the site's primary registration function and inviting users to explore the Japan trip details.
Maui, Hawaii
Matte and gloss varnishes, embossing, and laser-etched acrylic highlighting native Hawaiian patterns along with a sophisticated image created by the merger pattern and a bird of paradise photo gave trip materials a sophisticated appearance. Furthermore, the heavy use of black made a powerful nod to the Mazda brand before Mazda felt President's Club materials should follow their visual guidelines.
Along with luggage tags and airline ticket information included in the standard pre-trip box, the program of events contained a number of perforated postcard pages that could be used to mail loved ones from Hawaii.
A few alternate designs
