Triple&Crown

Reinventing a premium car dealership

Client

Triple&Crown

Scope

Business strategy, Brand & web strategy, Research & insight, Brand & product positioning, Naming, Concept development, Creative direction, Brand story, Verbal & visual identity, Web design & development, Print & packaging, Motion & video, Indoor & outdoor advertising, Planning & advice, Content creation, Asset development, Marketing automation

Duration

2018 - present

T&C project Stuurmen hero image of a car race on a circuit

About the project

Bye De Automobiel Fabriek, hello Triple&Crown. What began as a new website turned out to require much more to close the gap between image and identity.

De Automobielfabriek sold cars both online and from its showroom. And not just any cars. Ferrari, Porsche, Jaguar, Bentley and Aston Martin were all part of the collection.

In our strategy workshops, we uncovered the DNA of the business. One thing stood out: individuality mattered above all. They wanted to be anything but 'the car dealer on the corner'. Exceeding expectations, offering a premium product, staying one step ahead, being rebellious and distinctive: these were some of the themes that emerged from the sessions.

The name 'De Automobielfabriek' did not reflect the exclusive selection of cars, the high level of service or the authenticity of the business. So we decided to deliver more than we had been asked for.

Brand strategy

Naming

Success begins with ambition: the drive to keep pushing the limits. Everything has to be right, from the feeling and the service to the experience. Triple&Crown does not settle for just any place on the podium. First place is the goal. Because buying a car is not something you do lightly. Whether it is expert technical advice, a service check or simply a good Italian coffee, they are there for you. Because good can always be better.

Rolling a wheel inside Porsche shop car retailer Stuurmen Triple Crown

Inside of T.C showroom Triple Crown Stuurmen Porsche in storage branding of shop

Brand design & brand experience

Logo

The new Triple&Crown logo strikes the perfect balance between classic and modern. The wordmark uses a clean typeface, while the '&' symbol refers to the handwritten ampersand that was once widely used. Together, they form a logo that reflects the brand: classic marques and exceptional cars, delivered by a modern company.

Porsche advertising Stuurmen branding Triple Crown

bag design branding Stuurmen triple and crown

T&C Racing

The Triple&Crown website is unlike anything you would usually expect from a 'car dealer'. It is built around emotion and desire. The cars themselves follow naturally and take second place. This allows us to attract the right audience first, people who share the Triple&Crown mindset, before presenting the collection.

Porsche race livery green Triple Crown racing Stuurmen

Porsche in race livery branding green stripes Stuurmen Triple Crown racing

Racer in race suit Triple Crown racing Stuurmen

website triple and crown racing design stuurmen

2 men working on spoiler of Porsche Triple Crown racing branding Stuurmen

Website

The Triple&Crown website isn't what you'd expect from a 'car dealer'. It's built around emotion and seduction. The actual offer follows logically from that and comes second. This way we first attract the right audience, people who share the Triple&Crown mindset, before we bring the offer to their attention.

Website webdesign interface Stuurmen Triple Crown

Webdesign Triple Crown green Stuurmen specifications

Brand support

Branding is anything but a one-off, and our ongoing collaboration with Triple&Crown is proof of that. Every week, our team supports the brand with the design and development of content, livery, premium print products and a wide range of other assets. This keeps Triple&Crown relevant and ensures a consistent brand experience over time.