Automobili Pininfarina is a high-performance sports car and luxury electric vehicle (EV) manufacturer headquartered in Munich, Germany with roots in the Italian car design firm and coachbuilder. Pininfarina is employed by a wide variety of automobile manufacturers to design vehicles. These firms have included long-established customers such as Ferrari, Alfa Romeo, Maserati, and many more.
Automobili Pininfarina is a high-performance sports car and luxury electric vehicle manufacturer. I was in charge of visual direction, branding development, website design and front end development for their new electric luxury car, Battista.
My role was to conceptualize, build and launch their website in 2018, that would host their press releases, progressive information about the car, and allow for inquiries to apply to own the car, initially codenamed PF0, released as Battista.
My first step was to define brand guidelines to apply to the website and related content, including font hierarchy, buttons, buttons effects, spacers, hover effects, menu layout, main colors, etc.
Considering I would have to follow their imagery, most of the branding guidelines came from the car itself, and the established logo. The renders were always on a black background, so the overall style came naturally as a way to accompany the visuals, but not drive attention away from them.
After approval, I built up a quick mockup showing off the brand guidelines as a demo, for the Automobile Pininfarina team to have a better idea of how it would look and feel in a realistic context. The initial idea was storytelling based, using the rich history of the company and the sense of tradition and aesthetics that Battista would be a part of.
The second step was to gather copy and build the website with images provided by Automobili Pininfarina, that I edited to blend in the background as they appear on scroll. I built the first version in Webflow.
The next requirement after Webflow was to be able for the Automobili Pininfarina team, to post the latest press releases and associated content and Wordpress was the required CMS. I applied the branding to a theme to blend in as much as possible with the static pages (image below) and made the back office as simple to edit as possible.
My website was up until the launch of the car on March 4th 2019, for which they hired a way bigger team, and shifted their branding to predominantly white backgrounds and bolder fonts. They got covered by Techcrunch, CNBC, The Verge, Economic Times, and of course, specialized media.
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