When it comes to the luxury car market, standards are incredibly high. O'Gara Coach is a luxury car dealer based in Beverly Hills. Established in 1976, they serve the rich and famous of Southern California with exotic and luxury vehicles. More than a car dealership, they see themselves as a whole automotive experience and a way of life. The client asked me to refresh and reinvigorate their existing brand identity in an elegant way. The aim was to attract customers with both new and generational wealth, retaining the brand’s established market presence while appealing to a new, modern audience. With a product offering consisting of classic brands such as Bentley and Rolls Royce, as well as high-performance super and hyper-cars such as Mclaren and Bugatti, O’Gara wanted an editorial look and feel that would showcase the cars and the beautiful brand photography.

High-performance cars demand a high-performance brand. I began to reconstruct the O’Gara Coach brand using a sophisticated and timeless black and white palette to communicate luxury, with a splash of red for passion and energy. This classic combination subtly calls to mind the speed dials of high-end sports cars. There were many good things to say about the client’s established logo, but it needed to work harder in the digital environment, so I made it thicker to have more impact at smaller sizes. High-end photography of their wide range of luxury cars is essential to O’Gara Coach’s visual assets, so I art directed a versatile suite of images showcasing vehicles in a way that would appeal to both their established and new target audience.

Art Direction
Visual Identity Reimagine
Concept Visuals
Interaction