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Design Category
Promotional design and advertising, 1996
Design firm
The Designory, Inc. (Long Beach, California)
Collection
(1997) Communication Graphics: 18
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This is the introductory brochure for an important new Mercedes-Benz automobile, the SLK. The objective was not to sell cars, since these vehicles are already sold out, but to celebrate the car and its appeal. This automobile is now the flagship of Mercedes-Benz’s effort to reposition the brand through products that are more relevant, stylish, fun, and approachable. The SLK is small and colorful and its design details have a definite mechanical influence. As a result, the brochure is sized to convey a special jewel-like quality. The cover mimics the design element that is executed in aluminum throughout the car itself. Photography is bold and bright, embracing the bright color palette of the SLK.