After the 488 GTB and the 488 Spider, Angelini Design was at the helm of visual communication strategy for the new Ferrari 488 Pista, the most extreme model in the series, presented at the 2018 Geneva Motor Show.
First of all, Ferrari entrusted the agency with defining the car’s positioning in terms of communications, in order to define:
• key visual,
• launch slogan.
The key visual unveils the mysterious silhouette of a car in dim light, with a horizontal blade of light that gives a glimpse of the new line and launch livery, with a gray-blue stripe on the front. The slogan, “Start your Engines”, is inspired by traditional endurance races like the 1960s’ Le Mans.
Ferrari decided to use the three basic communication tools that Angelini Design pinpointed in its creative concept for the entire launch. Once those were developed, the agency was asked to adapt them to different phases in communication:
1. Private previews before the Geneva Motor Show: a kit that included print invitation, digital save the date and accessory tools (badges etc.).
2. Post-reveal phase: during the Geneva Motor Show, the name of the model was disclosed and car dealers were provided materials during presentation events, with an A3 folder including 5 sheets that showcased the first images and highlights of the Ferrari 488 Pista.