Encor

Client: Encor Design

Brand, Product Brochure, Social Media Strategy, Content Creation, Art Direction and Photography

This is a very current project that had a soft launch on 02 October in social media and in the press. Encor is a new entity that is ‘remastering’ a Lotus Esprit, which celebrates its 50th Anniversary on that same date.

Consulting for TwentySeven Works, I have been responsible for the brand identity, brand guidelines, social media strategy and content, as well as art direction, photography, retouching and marketing material from brochure to advertising.

The social media content has been backfilled to show additional content focusing on three key pillars - Brand, Product and Inspiration. Under inspiration, we have championed ‘remastered’ classics from the 1970’s that adhered to the wedge – we call it ‘Wedge Worship’. That could be Gala Beachdean Football Stadium in Scotland, Stanley Kubric’s ‘2001: A Space Odyssey’ or the Polaroid SX-70 camera.

The launch was on Friday 5th December with the media all launching on that day too. Top Gear and Autocar came to the studio when we were capturing our hero images, with the rest of the automotive and lifestyle press visiting Encor Design HQ to create their content. Below you will see samples of the work which includes all imagery and advertising in The Road Rat magazine.

  • Studio shoot with Joe Windsor-Williams at Barntech in Bicester. I was responsible for the shoot list, art direction and retouching! Two twelve hour days and we had what we needed - 35 shots! 12 hero shots and 23 details.

  • A selection of the shots captured from two days in the photographic studio.

  • A snap taken on my iPhone that sums up the day - art directing and retouching at the same time!

  • Brand development and guidelines.

  • The social media content alternates between dark and light images, to curate the feed as a chequer board, a nod towards the 1970’s racing history of the Lotus brand when the Lotus Esprit launched.

  • Social Media content strategy that backfilled the Instagram page with content one month prior to the soft launch. Content gives partial views of the car, alongside ‘Wedge Worship’ posts that highlight other 1970’s objects that adhere to the wedge form that have been remastered. From Concorde to the Gala Beachdean football stadium in Scotland.

  • When working in a small team, you have to be prepared to wear many hats - so I went to the paint shop for the first Prototype, taking reportage-style images and then retouching them. These images are used in the brochure and social media.

  • One of my favourite shots from the studio shoot - lots of details to drink in and a headline that hits the mark.