Designing and launching a new hypercar brand
Sector
Automotive
Disciplines
Positioning / Identity / Imagery
The Result
New awareness and solid credibility amongst:
- The international automotive press
- A new target audience demographic
Leading to orders of the hypercar before full production had even started.
The Competitive Edge
A strong positioning that encapsulated 'The Art of German Engineering' plus stunning imagery to create a look and feel far more premium than any of the competition.
Chinese consortium Ideal Team Venture bought German hypercar manufacturer Gumpert in 2015 and immediately renamed the company Apollo. Shortly afterwards, Apollo announced a new flagship model, the Apollo Arrow, to be launched at the 2016 Geneva Motorshow.
The company needed a full re-brand with special focus on the brand marque, a badge worthy of a €1m hypercar, which captured the spirit of Gumpert’s German engineering pedigree and Apollo’s desire to be the world’s leading hypercar brand.
A full brand identity was delivered which we applied to Apollo’s new website, brand book, brochures and retail experience guidelines. Finally, we created a full suite of promotional images, bringing to life the new Arrow hypercar before manufacturing had even started.
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