Brief Explanation

The Lamborghini brand is built on three brand-values: Italian, uncompromising, extreme. The magazine aims to translate these intrinsic values of the Lamborghini brand into the language of a magazine and present them utterly unfiltered, with occasional stark contrasts and gritty provocation. As a result, it presents innumerable different perspectives of a brand, that has always built vehicles which are far removed from any other sports cars, and which are so enticing, mainly because of their uncompromising nature.

The Brief

To communicate the thrill & fascination of one of the world’s most outstanding and exclusive sports car-brands to its drivers and potential customers. Since the magazine speaks the same language as the brand, the stories can be very emotional: sometimes cheeky, spicy, rough-edged and courageous. Never smooth and run-of-the-mill.

How the final design was conceived

Aligned with the brand values of Lamborghini: Italian, Uncompromsing, Extreme it was obvious that a makuline and avant-garde design language, corresponding to the brand values had to be found. It had to include the angular, polarizing design and the potency of Lamborghini vehicles and to implement it in magazine form. For the categories we chose a standard, recognizable layout, whereas the stories work with variable layouts and different typography styles to respond to the respective stories at the best and to design exciting and surprising magazines.

Indication of how successful the outcome was in the market

The Lamborghini Magazine was top-rated by numerous critics all over the world: ´The first issue of the Lamborghini Magazine is superlative.´ Frankfurter Allgemeine Zeitung ´Uncompromising in graphic and text – just like the aura of the uncompromising sportscar. ´ Named best customer magazine by Europe´s most important corporate publishing award ´Best of CP´. FAZ am Sonntag ´It’s big, expensive, technically highly sophisticated, powerful and classy.´ novum ´A magazine as desirable as the cars.´ Welt am Sonntag ´Exclusivity has its price.´ AutoRevue ´Grand Winner – Best of Magazines.´ Mercury Award, New York.