While a Ferrari is, of course, a truly beautiful thing, it’s not just a piece of automotive art to be admired and cossetted: it’s designed to be driven and enjoyed. But to fully exploit its capabilities, you need to know what you’re doing. Accordingly, Ferrari set up Club Fiorano. Named after the Italian’s marque’s private race circuit near Maranello, it offered track sessions to UK Ferrari owners who wanted to learn to drive their machines the way the manufacturer intended, in a safe, controlled manner.
Drawing on our motor-racing experience with Goodwood Motor Sport, we applied our brandcraft to a range of high-end corporate and individual members’ materials, including a bespoke fine-leather folder to hold driver literature, pit passes, car sticker and membership cards, and exhibition stands for use at motor shows. The concept proved so successful that the company now operates its own Europe-wide version, Pilota Ferrari, on the Fiorano circuit itself.