F.Y.I.

Cartel Motors appoints Doublestar to its brand strategy account

Australian car start-up Cartel Motors has appointed creative studio Doublestar to handle its brand strategy, visual identity, and website.

The announcement:

Cartel Motors has appointed Doublestar as both a partner to create the brand’s strategy, visual identity and website that would capture their world-first proposition and category-defining model, and brought them in as a partner in the business itself.

“The concept of owning a lamborghini for a quarter of the price is the stuff of dreams. We needed a brand look and feel that would capture the bold nature of that concept, and hold its own next to the stunning super cars in our fleet,” explained Cartel co-founder Stuart Mak.

“Doublestar instantly understood the direction we wanted to go as luxury car lovers themselves, and became more than a creative agency, signing on as part-owners.”

In addition to building the brand logo, typography, colour palette, imagery and artwork from the ground up, Doublestar worked closely with the entrepreneurial trio of founders to design a messaging house that would clearly articulate the value proposition for all key stakeholders and evoke the potential for Australian car enthusiasts to own a piece of their dream vehicles in a reimagined way.

Jye Smith, co-founder and Director, Creative & Strategy for Doublestar, reflected “When we met Cartel and saw their unreal vision for disrupting the world of luxury cars, we knew we wanted in. This is all about giving people access to their dream cars again.”

“We love a challenge and this was such an interesting one because of the importance of visual identity in providing instant recognition of the nature and power of an entirely new business. The opportunity to acquire equity in the business itself while we were at it made this one of our coolest ventures yet. Cars have a mixed reputation – this isn’t the Fast and the Furious, this is Australia”

Baptiste David, co-founder and Director, Art & Design commented – in a beautiful french accent: “We needed luxurious, sleek creative that would convey the unique model and spark excitement for the power and potential of a simple but brilliant concept. At the same time, it was key we balanced that with highly functional messaging of the security, simplicity, and professionalism of the platform.”

“We coupled a black and white dominant palette with striking visuals of the cars available. We unveiled their premium and deceptively simple look and feel all together in a brand video which we storyboarded and art directed as well, and of course with the website for launch.”

Source: Doublestar media release

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