Corporate Identity

CASE STUDY -

Lotus Motorsport

Corporate Identity

Following a series of meetings with both brand managers and designers, we created a new corporate Identity for Lotus Motorsport. Once the brand was agreed, we started work on a marketing brochure with which Lotus Motorsport Ltd would approach potential sponsors of a race series for Lotus maintained, modified Elises. The brochure concept was tied around the perfect approach to a corner or ‘the racing line’. This concept became the question ‘Are you ready to take the racing line?’ and was translated into four languages and is still used on the Lotus Motorsport website.

The series ran for three years and the modified car was later mass produced as the Lotus Exige.

At the time the brochure was completed the car was still at a clay stage and much of the graphic and photographic material in the brochure was fictitious. Lotus created, from scratch, a full race series with cars and service backup vehicles at a fraction of the actual costs involved.

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