Mercedes-Benz Brand Book

We want this book to help transform Mercedes-Benz into a true luxury brand. We‘re doing something the brand hasn‘t done before – escaping from the product centric world of launch cycles to increase desire for the brand to the point where our dealers don‘t have to discount.  

This means communicating in a very different way, across all brand touch-points from brand moments and hard-working performance campaigns to physical experiences and digital environments.

And this book is here to help understand the stories we want to tell and how we bring them to life.

 

 

 

 

 

 

 

 

 

 

 

 

 

Credits

My role: Concept, Art Direction, Design

Client: Mercedes-Benz HQ

Agency: Publicis Emil

Chief Creative Officer Publicis Groupe: Bruno Bertelli

Chief Strategy Officer Publicis Italy: Bela Ziemann

Global Executive Creative Director: Andy Daley

Creative Director: Frederic Cilliers

Brand Strategy Director: Marisa Moody