Great branding does more than sell a product. It creates an effortless esthetic and a mood that can be forever associated with the product or service.
In their Gold-winning work, U.S. firm Union AdWorks created the “2016 Fiat Catalog“ (ABOVE), with the goal of introducing the FIAT 500’s expanded line-up to North America. Using the Italian word for 500, Cinquecento, in divided and stacked type, Union AdWorks immediately conveys FIAT’s playful nature and Italian heritage. The cover’s colors correspond to the various FIAT 500 paint choices and the book’s 112 pages include chapters for each model accompanied by beautiful images. Union AdWorks expressed that their intent was to showcase FIAT’s brand personality and the ways in which FIAT buyers could customize their car. The campaign was successful, leading the Italian car manufacturer to embrace Union AdWorks design as a benchmark for future marketing print communications.