Mercedes-Benz is the world’s oldest automotive marque (Karl Benz patented the first petrol-powered car in 1886). Its suitably immodest strapline is Das beste oder nichts – ‘the best or nothing’, a sentiment that applies to John Haynes. The company is one of the UK’s leading independent Mercedes-Benz specialists. John Haynes offer manufacturer-trained servicing and expert restoration, as well as sales of modern and classic cars, for customers globally. We spent an enjoyable time looking at and talking about Mercedes-Benz cars. Gaining a deeper understanding of where the company has come, its current position and its long-term commercial ambitions. From these discussions, we defined a brief and drew up a project timeline.
We began by creating a new logo and brand style to reflect the genuine love of Mercedes shared by the company and its customers, encapsulated in our new strapline “A Passion for Excellence”. We then translated the identity across the full range of collateral, including stationery, signage, clothing and advertising. With the company’s international reputation and clientele both growing rapidly, we designed and built a new responsive website. We knew imagery was crucial, so we art-directed a three day photography shoot to capture and reinforce the love of Mercedes embedded in the company’s DNA. We also worked closely with the client to develop an appropriate tone of voice. The result is a consistent, coherent brand identity, providing a solid platform for growth in a highly specialised and discerning market.