Situated amongst the chaos of North East Road, South Australia sits Rays Garage, an upcoming eclectic space that represents heaven on earth for auto lovers.
The space is broken up into three categories;
1. Prestige car sales - a range of, sometimes-forgotten, always interesting vehicles available to buy.
2. Museum - an ever changing lineup of auto-rarities from Ford Model T’s to Smart Cars and everything in-between.
3. Racing - an extension of the Rays Garage brand with more to come in the racing space.
We worked closely alongside founder, Ray to ensure his vision for the brand was brought to life, including aspects of his own personality being interweaved through the look and feel. Also part of the brief was the need to be able to cut through the noise of the car yards and auto repair shops that inhabit North East Road.
Inspired by our early collaborative workshops - our research and concept development included intensive analysis of heritage car branding and badges alongside historic automotive ads and event posters.
The result - a bold, sleek, high-end feeling visual identity that fuses contemporary automotive visuals with heritage car culture through. The impact is achieved through its striking logotype, a strong, recongnisable colour palette, and the strategic use of lines to add a feeling of dynamism and movement.
A large part of our process is to ensure that each brand we work on is future-proofed and adaptable to any form of application, with Rays Garage being no exception.
As part of the project we designed large scale signage, flags, internal wayfinding, custom number plates, business cards, social media assets, amongst other bits and pieces. We also designed vehicle wraps to fit various car models featuring the racing variant of the Rays Garage brand.
To bring the project together, we got behind the lens to build a photo library for Rays Garage to utilise on their website, social media and other digital platforms.
Due to the eclectic nature of the vehicles found at Rays, we developed a photography style guide that aims to showcase the details that make each unique car what it is, with the intention to tease the viewer to want to see more of the vehicle while showing an appreciation of the subtle aesthetics of each vehicle.
Rays Garage exists for car lovers and it was important that this was reflected through their social media content.
It’s rare you’ll meet a car lover that doesn’t have a keen eye for detail - this concept is echoed through the Rays social media content which uses tightly framed photography to give the viewer an intimate look at a group of rare and interesting vehicles.
