Maserati

More than a brand with a rich history, Maserati is a brand with a distinctive philosophy.
A brand with a tenacious will to pursue more exciting driving experiences. A brand with a strength of character manifested from the drawing boards to the racing tracks. A brand with a challenging way of seeing the world and doing things, never accepting the category’s blandness or its lukewarm approaches.

Principle 1: Unique in a sea of sameness

Create unexpected moments of delight and micro-interactions which will surprise and engage the user. Every tap, click or swipe should give the user a subtle satisfaction that could only come from Maserati. Build on the unique heritage and Italian soul of the brand. Reflect the dramatic contrast and intrinsic tension of the brand - luxury and sport.

Principle 2: Craftsmanship and quality

We are progressive, rather than fashionable. We are innovative, and never gimmicky. Our design is modern and individual, but it is timeless, and never tries to be trendy or fashionable for its own sake. Treat every asset like a work of art. Think of the page like an art gallery - a showroom, not a car park. Give images, videos and content space to breathe. 

Principle 3: The promise of more

Think of the test drive as a product in itself. Give potential customers a sense of what they will experience and make them desperate to get behind the wheel. Tell the story at our own pace. Create mystique and mystery, but allow the user to discover further detail and be immersed in our world.

Principle 4: Emotion and function

Embrace storytelling. Promote regularly updated editorial and curated content.  Provide genuine usefulness and functionality, but never let things feel cold or transactional. Tools should feel tactile and stir all the senses.

Principle 5: Emotion and function

Maserati is about lifestyle, its not just a car. Anticipate user needs and tailor the website based on available data and browsing journeys. Be attentive and conversational. Provide different routes into the content. Create a value exchange. Give potential customers the feeling they are being given access into an inner circle.

Creative layouts

FIND A PLACE IN CULTURE
Maserati is missing a place in modern luxury culture and it needs to be bold and act differently to move into that empty space. 

BECOME SYNONYMOUS WITH AN ATTITUDE AND A LIFESTYLE
Maserati is an icon that represents the lifestyle of successful non-conformists. 

GO STRAIGHT FOR THE HEART
In order to carve out a role in people’s lives we need to go beyond the ‘car purchase funnel’. Make Maserati’s ‘uniqueness’ and ‘exclusivity’ connect with the hearts of our audience.