// Work / Client Features / Emotive
Emotive, a division of London-based Pall Mall Partners, is an
experiential automotive training and entertainment company.
Emotive owns and operates the Jim Russell Racing Drivers School and operates the Audi Driving Experience
and Audi Sports Car Experience from the Audi Forum Sonoma on behalf of Audi Cars USA and Audi GmbH.
Beginning in 2009, Emotive called upon Manifest to consult on marketing, branding, positioning and fulfillment
of design for both Jim Russell and Audi products. Manifest created a new look and position for the Jim Russell brand
from which advertising and marketing collateral emerged.
Fluid – Visual Positioning
Fluid is dynamic.
Fluid finds the path of least resistance.
Fluid always finds its level.
Fluid draw its inspiration from from the latest technology available to engineers from aerospace to thermodynamics. Fluid exposes flaws; finds inefficiencies; offers insights; leads to improvement. Fluid is clean and modern. Fluid is distinct.
We began by focusing on JRRDS’ leading differentiator– the FJR-50. We thought of the forward thinking curriculum and the attention to presentational detail of the JRRDS. We looked at the competition that sticks to the same old formula, rarely offering anything new. We thought of the racetrack– Infineon Raceway– thrilling to drive, not special to look at. We sought to optimize the positives, while eliminating that which was not a differentiator and we arrived at fluid. With its subtle symbolism of what JRRDS offers its customers – a means to assess, learn and improve their racing experience– fluid is visually a clear departure from the norm that will stand apart. It connotes motion, sophistication, technology– all the attributes inherent to the new JRRDS brand.
Advertising for the Jim Russell Racing Drivers School took on a very clean, modern aesthetic. Fluid was carefully integrated into each ad so that it would compliment the photography.