Creative Direction, Art Direction
Design, Environmental Design
The Garage Team Mazda was formed as a concentrated single-client entity from JWT New York focusing on Mazda USA. After the first experimental years, GTM moved into proper digs and it fell to our group to design the space, literally from floor to rafters, business stationery to super-graphics. The motto of GTM is “The wheels are always turning”, and since we’re known as “gear heads [car specialists]” we designed the space to reflect that obsession – uh, I mean, focus.
Team: Diana Phillips, Kitty Song, Bryan Kestell, Kevin Beebe, Shinchiro Kawase, Kaoru Seo, Aaron Onsurez, Devondra Dominguez, Eric Chrisman, Tracy McCarthy, Jessica Mirolla and the rest of you know who you are.
GTM Agency Environmental Design
GTM Yearbook II
The annals of history of an agency are fraught with “the avenue of broken dreams” – concepts not embraced, ideas not fully fledged, strategies abandoned after a focus group. Our best is often forgotten in the daily pursuit of a deadline or a revision. So giving the agency a review of what we accomplished, the detours along the way and how we managed to LOAO and keep coming back for more is not only edifying, but inspiring.
As part of the branding of the agency, a visual graphic language was designed. The system included the usual stationery all the way to individual office identities. The fonts are modern classics, Clarendon Roman serif and Azkidenz Grotesque sans. We offset the nuts and bolts browns and silver of the logo with a playful PMS take on primary colors. The system allowed customization for each correspondence. Base business cards and letterhead came with a packet of stickers matched up based on personal preference.
GTM Yearbook I & Concept
After surviving the first year as a start up agency we looked around and couldn’t believe what we’d accomplished. We’d grown from 8 people when the doors opened to over 80. Working elbow to elbow (literally) we’d bonded as an agency like none other and re-branded Mazda with fever and fervor. This first yearbook is a time machine testament to those crazy days.
GTM “Seasons Greetings”
Tasked with yet another holiday card, the creative department took matters into their own hands and created a holiday experience on several levels. A time lapsed Holiday “card”, a virtual snowstorm and a brick and mortar holiday escape within the agency walls.