Fiorano Ferrari

website: fioranoferrari.com

Challenge
Club Fiorano, a prestigious club offering Ferrari owner’s exclusive benefits and experiences, including professional race-track driving and access to VIP Ferrari Events. Taken over by Ferrari GB in 2004. the brand needed to be updated in order to make Fiorano as exciting and aspirational as the Ferrari brand. The objective of the new branding was to increase advocacy and loyalty amongst existing members, drive new membership and improve its appeal to corporate customers.

Insight
The real opportunity was to enhance the total brand experience and the incentive to purchase and own a Ferrari, within the spirit of the parent brand.

Solution
The name Fiorano, taken from the development circuit and historic home of Ferrari, symbolises the heritage, emotional and engineering excellence at the heart of the brand. Using the language of contemporary luxury brands and Italian design, we designed a vibrant new identity, losing the restrictive, traditional ‘club’ association, to create a more dynamic, and accessible brand. Brand guidelines were created and the new design language was taken across all parts of the customer journey from corporate literature and members joining pack, to the branding of livery, uniforms and signage at events, plus a redesigned brand website.

The brand launch was supported by the creation of a brand movie, designed to encompass the spirit of Fiorano Ferrari into a fast-moving five minute DVD, used for both PR and customer communications.