The company’s tagline, The star that stands out, is a reference to the three-pointed star that makes the Mercedes-Benz logo. The brochure pushes this theme further through an elaborate graphic platform that plays on the ideas of night and day, giving this dealership its own voice, its own brand image, in an effort to stand out from competitors with a similar product offering.

The cover combines metallic ink and foil stamping on a thick, richly texture stock with a rugged finish to create a stylish, appealing design. Inside pages were printed on a warm, uncoated paper, while two metallic endleaves add some variety to the mix. Transparency effects and massive headlines support a mysterious, sleek graphic design.

Black staples blend unseen in the dark imagery, showing attention to every detail.

The headlines show inspired copywriting, evoking the company’s brand values: perfection, respect for tradition and being part of a loyal family.

Mercedes-Benz visuals were supplemented with an on-site photoshoot.

• Art direction: Phil Ryan and Judith Mathieu
• Design: Jean-François Major and Martine Paquette
• Copywriting: Jean-François Major
• Photography: Claude Charlebois