Porsche: Unfamiliar world of colors
BACKGROUND On the occasion of its 75th anniversary, Porsche has resorted to a color palette that has never been seen before in this form. The new color world will also be presented in China and the USA.
The challenge for the creative team was to convey this through a series of striking images that could be used by Porsche centers, agencies and partners around the world.
Jürgen Aigner, one of the creators behind the project: "For the 75th anniversary, we looked at the past, but also at the future. We wanted to unite all of this. That's why we developed the Driven by Dreams concept for 2023, with which we communicate our Brand Purpose (means raison d'être of brands d.R.) as a guiding principle."
Individual texture from light and color
The starting point was a series of eight legendary Porsche colors - from Speed Yellow and Rubystone Red to Lava Orange, Neptune Blue and Forest Green. Each of these colors was transferred to a model and combined with an individual texture of light and color to highlight the special characteristics of the hue.
Things got even more artistic with the 356 in Strawberry Red or the fried egg design of the 996 from the 911 series, among others. The flagship, the 992 Turbo S, also embodies the actual core of the project, which the team christened "Dream in full color.
Special editions and showrooms
The "Dream in full color" program helped many initiatives achieve a distinctive design, which was implemented in films, stickers, displays and backdrops, as well as in numerous campaigns. In China, the Shanghai skyline shone in the design colors, while some locations presented the original concept with their own ideas through special editions and showrooms.
Jürgen Aigner: "It's not about selling cars, but about arousing feelings. The images we've created are open to interpretation and are meant to inspire people to write their own stories."
On the Website can use the artworks as desktop and mobile wallpapers download be
