Excellence Corvette Web Banners

The Brief for this project was to create a set of web banners and branding for a Chevrolet Dealership named Excellence Chevrolet. The only request from the client was that the final product be “sporty,” the rest was up to my taste.

For a visual representation of my method for this project, please check out my case study here

Naturally, the sportiest car I could conjure from Chevrolet’s lineup was the yellow Corvette, and while Excellence sells other vehicles it makes the most sense to bring people in to the dealership with the “Halo Car” effect.

After some research on who was going to local dealers, I decided that the banners needed to target male motorsport enthusiasts in their forties. The average motorist is a peripheral demographic that is willing to invest in a higher priced vehicle, and the fringe market consists of brand loyalists, who will buy a corvette simply because it’s a corvette.

I then looked to the company’s competition to see what they were doing, and what worked for other dealerships, happily finding that the “Sporty” theme hadn’t been approached in the area of this dealership, meaning it was a niche in need of filling.

I came up with four basic looks for each size banner, playing off of pin stripe culture to develop the logos. For one theme I chose to play off the “gold standard of Excellence,” another was a clinical, clean look, and my personal favorite was all about the excitement of hitting redline, conveyed in that same corvette yellow that screams clear roads and sunny skies. The fourth used black shadows to convey a sleek sexiness,  dark silhouettes and sultry angles to show that the dealer understood the beauty of this car.

Of the four styles, I decided that the black themed banners were the most effective in portraying the raw power of the vehicle, and would be the most effective in drawing new customers in to have a look at what they were offering.