• Introduction

Sharply different from SingTel, Audi has a penchant for simplicity and neatness in its visual communication. The company’s branding guidelines only allow using limited colors (such as its corporate blue and white) and minimal graphics for event campaigns.

In this Q7 new-model launch event, Li Tuo Kobe took the challenge by playing with shapes and materials to express the SUV’s solidity and agility. He made the limitation of color and graphics to work for him, not to restrict him.

• Project Details

Initial Proposal

In the initial proposal, Li Tuo Kobe massively leveraged glass material and angle structures to delivery an extremely clean and sharp style. The unique design quickly caught the client’s attention and led his agency to a further discussion about the project.

The Pitch Winning Revision

From the client’s feedback, the only drawback of the initial proposal was its high cost. Therefore, Li Tuo Kobe revised the design with a more stable and cost-efficient version, securing the project for his agency.

The Pitch Winning Revision – Inside

Final Event Photo

Li Tuo Kobe’s agency delivered the final event together with another big marketing company that had a long-term cooperation with Audi. Though the design was even more simplified to meet the budget requirement, the pitching process highlighted the agency’s capability and strengthened its ties with the German automaker.