This was a project from quite a while ago that I just recently brought up to par with my current skill level. The idea behind this project was to simply learn how to make a creative brief for a brand of our choosing while staying in the style of what their brand already was and try to make it appealing to the American consumer.

I Watch a ton of TheFutur and they make use of StyleScapes in nearly every project they demonstrate. So, I decided to give it a shot when I revamped this project. I wanted it to demonstrate the heritage and history of the company even with as young as it is.

The craftsmanship of the men and women over at Duesenberg really is second to none. As  such, the ads were easy enough to create. Let the product speak for itself.

The appeal to the American market is simply the use of the red, white and blue coloration of the instruments. The use of Art-Deco themes and elements within the workmanship makes for a strong tie in to the brand identity itself and almost calls back to the early 1920s era in America.

Carrying over the theme of the Art-Deco styling we maintain use of the Mostra Nuova typeface to instill a sense of quality, relaying a premium product. Here, I designed the boxes for individual sale pickups, in-house made strings and genuine leather straps.

To finalize this, I carried the pattern from the boxes into the interior of the hard-shell case. The standard case is just a padded black suede, but uniting themes such as this could be a way to charge more for the same level quality of product.

The brand that Duesenberg has built for itself has already created a strong following in Europe, as such it was extremely important to maintain that brand loyalty when assigning new guidelines to the American market. The strong Art-Deco themes remain at the forefront of this brand in both styling and typography.