- Client Group Lotus plc
- Industry Motorsport, Luxury Sector, Automotive
- Region International
- Discipline Print
Lotus is indeed in the process of building something great and over the past year, many exciting developments have taken the company closer to it’s goal. And this new outlook needed to be clearly communicated to existing and future Lotus drivers. With the 2011 Frankfurt Motor Show on the horizon, Interstate were appointed to take a fresh approach to the sales brochures for the Elise and Evora, giving them a fresh look in keeping with the recent turnaround.
Along with a multi-location shoot around East Anglia, London and Surrey, the project involved selecting, appointing and overseeing a photographer and team, copywriter and colour-matching specialists. And after much scouting, negotiating, planning and weather-watching, the week long shoot commenced, taking us on a bumpy road through 80 degree heat and torrential downpours.
The clean and modern design layout of the brochures, had a magazine-style look and feel which worked well with the 'story' of each car. Visually summing up the personality of each model was key to this; the Elise young, bright and cheeky and the Evora grown-up, robust and self-aware, the surroundings and background for each shot carefully chosen and styled to mirror this.
The final brochures, A5 hard cover limited editions created specifically for Frankfurt, were bright and fresh, perfectly representing the exciting future of this iconic British brand.
The Lotus Evora and Lotus Elise brochures. These A5 hard-cover limited editions were designed and produced specifically
for the 2011 Frankfurt Motor Show.
Initial concept and pagination sketches produced for the pitch.
After initial desktop location research, we went out and about with cameras and iPhones, planning and positioning each shot.
This was followed by negotiating permissions and scheduling prior to commencing the shoot.
Images 1 - 3: Hethel Test Track in Norfolk, Images 4 - 5: Ebor Street, Shoreditch,
Images 6 - 11: Chiswick Park Enjoy-Work, Chiswick.
From initial sketch to final image; these shots perfectly captured the speed, excitement and position we’d anticipated.
Above: Selected Evora spreads. Below: Selected Elise Spreads and Covers.