Daniel Poskitt steers Maserati towards another glorious achievement.
Maserati has played a consistently important role in the history of sports car culture and its development. Over a century of activity has brought with it glorious achievements, both on the road and the track which have helped forge the company’s character and personality.
Maserati is now a global brand operating in over 70 markets. Unlike any other manufacturer, Maserati has succeeded in instilling within its cars both heritage and innovation, past and future, memory and vision. Its heart may be rooted in its Italian heritage, but its eyes are firmly focused on the future.
Daniel Poskitt worked closely with General Manager of Maserati Australia/New Zealand, Herbert Appleroth and OFA Productions to create the first Australian custom publication for Maserati. Titled “Il Tridente” after the badge used on all racing cars in Maserati’s history, the series of printed publications was commissioned to help the global icon articulate and communicate its core values, with the aim of helping it to nurture and strengthen its unique culture.
Poskitt ensured Maserati’s identity was executed and refined with classic typography, striking use of colour and asymmetric combination of shape and image. Covers are printed with a single band of contrasting colours, which change with each edition creating variability and tonal change. The three-dimensional rendered masthead reflects upon Maserati’s traditional “sceneggiatura” or running script creating a strong, bold and confident celebration of Italian heritage. This is combined with The Trident which is inseparably linked to the brand and underlines the exclusive status of the firm’s cars and their identity as masterpieces of elegance, luxury and sports car performance.
The design features the brand typefaces of Bembo and Frutiger and the landscape layouts combine mathematic-like structure and vertical columns of type creating a distinct visual look in each section, alongside impactful, photographic spreads communicating key product and lifestyle partner messaging.
Additionally, Poskitt created several ad campaigns for the global icon including the launch of the legendary Quattroporte and 90 Year Anniversary Coupe and Spyder as well as a range of brochures for new and existing customers.