SEAT, let’s redefine distance

SEAT is a Spanish automobile manufacturer wholly owned by Volkswagen Group. Mayúscula designed a magazine for their stand at the Paris motor show 2016.

“Let’s redefine distance”. The concept we created for them looks at distances from different angles, and it can be expanded into multiple messages. “Let’s redefine distance” allowed us to create parallelisms between different distances, as connections among people, places, hobbies, or through technology and smart-phone connectivity. The concept, visualized with numbers, enclosed the technical aspects of the vehicles featured as well as the emotional experiences and benefits that happened when enjoying their cars.

Their corporate diagonal line, their font and other style guidelines were closely respected, but enhanced and complemented with another modern and bold font, or inclined texts. Furthermore, we cropped and overlayed different images to create a new invented situation, thus shortening distances of the people and things that were featured in the original pictures.

The brochures featured a thread binding that reminded of the threaded leather interiors of the cars, as well as a paper sleeve jacket with a leather texture, to maximize the viewing experience.

The creation of all copywriting was included in the project.