1 Off Exotics Branding
date
Nov '20 - Nov '20
role
Logo + Identity Designer
challenge
1 Off Exotics's team faces unique challenges in that they need to effectively convey their value through their image but appeal to a tight market.
solution
Create an exclusive, exciting, and enticing team identity for 1 Off Exotics that evokes a feeling of urgency, wealth, and exclusivity.
responsibilities
Competitive audits, research, sketches, and iteration are essential steps that were taken in the design process.
process
background
1 Off Exotics is a high-end supercar dealer subset and lifestyle brand in South Beach, Miami, Florida. Run by a secretive mogul and car enthusiasts, 1 Off Exotics has become a sought-after brand in the wealth-focused city Miami. Every supercar enthusiast wants to be part of the 1 Off lifestyle, but very few actually get to.
competitive audit
A competitive audit allowed me to gain insights into the branding strategies of similar high-end dealerships operating in similar markets. I found that similar dealers in Miami typically use dark and cold color palettes, incorporate a lot of handmade imagery and elements into their logos, and employ extravagant typography.
design & refine
The logomark includes a figure-ground design of the negative of a "1" inside of the letter "O" for 1 Off. Similar to their competitors, we went with an extravagant handmade typeface to convey customness and wealth. However, the color palette changes up a little in that gold is used as opposed to the colder colors used by competitors to reinforce exclusivity.
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