Vossen Wheels — VLE-1 Release

Vossen Wheels is not shy of exploring unknown territory. For this release, the team wanted to design and manufacture a limited edition wheel in specific sizes. The project had multiple stages; brand development, a marketing campaign, packaging, print/digital materials and environmental design for the wheel release.

Client: Vossen Wheels
Sector: Manufacturing
Discipline: Marketing Campaign

The Short Film —Making of the VLE-1 Experience

A look at the process of making the VLE-1 campaign. The short film made it’s debut at the “VLE-1 Exposed” launch party hosted in Toys for Boys Boutique. Here you’ll see the process for the release, including the wheel design, the VLE-1 Kit, photography, and overall release direction.

The Wheel Center Cap —Creative Exploration

The wheel center-cap is one of the most important features for a new wheel campaign. It is not only used on the wheel itself, it should be flexible enough to use in multiple mediums and serves as the brand for the wheel. The VLE-1 required a certain look for the limited edition campaign. We made a few rough concepts (below) and made certain changes to make it look like a collectible coin.

Packaging —The VLE-1 Kit

Vossen wanted to create a unique experience for those who purchased a limited edition VLE-1. The VLE-1 Kit was introduced. A kit containing the wheel center-caps, certificate of authenticity and a swag pack. We teamed up with Fast Kit in Miami to help build our concepts after pitching a few layouts. The box featured some matte foil, soft finish, inside foil, linen paper stock and multiple compartments.

Print —The VLE-1 Lookbook

The connection between an online campaign and the consumer; the mighty catalog (or in this case, the lookbook.) There is nothing better than having a tangible piece to take home. The VLE-1 featured not only the wheel and process but the beautiful imagery from automotive photographers from all over the US like Clifford Sutrisno, John Zhang, Anthony Anderson, William Stern and many others. Each set is their take on the wheel and their city. Our job was to curate all the images into a seamless layout that would make any enthusiast proud to have this on their coffee table.

Credits

Packaging: Fast Kit
Lookbook: NuPress
Vossen Creative Direction: Anthony Anderson