THE LEVEN CAR COMPANY

IDENTITY DESIGN
BRIEF

The Leven Car Company is a luxury car retailer which specialises in the sales and servicing of high-performance vehicles. The organisation was founded in 2014 by Hugh and Chris McMahon who had owned, operated and eventually sold The Lomond Audi Group. (Now known as Lookers Audi.)

Aston Martin and Rolls Royce were the first two brands represented by the new company, and we were asked to create an identity which ‘could sit alongside two of the finest automotive brands in the world without looking out of place.’

SOLUTION

We started out by looking to find the right words to describe what made the organisations special – Hugh McMahon, Chris McMahon, the teams for both Aston Martin and Rolls Royce all contributed their ideas and we learned a huge amount, eventually settling on words such as longevity, continuity, people, etc.

The next step was to find a creative way to communicate these ideas, we explored creative visual themes such as The Spartans Warrior Society – despite the wide range of automotive imagery we wanted to be more open-minded – and eventually honed in on the distinctive idea of ‘Chinese Whispers.’ This was perfect as it was different, represented the words and made reference to the simple idea that if you look after one person, they will tell another.

The theme was taken and developed into a final mark which was brought to life with a range of silhouettes of people fading outwards from the centre and tied together in an infinity loop. The final flourish was the creation of a complimentary story. ‘The Leven Car Company provides an experience of service that is moulded around it’s customers, designed to live long in the memory and with no limits.’

 

RESULT

“The loft created a brand identity for The Leven Car Company — one with which we are incredibly proud. The company gave a very personal service, took the time to understand the business, consulted the entire team and they provided us with a top quality design culminating in a brand that sits alongside two of the world’s finest — Aston Martin and Rolls Royce — without looking out of place”

Chris McMahon, Managing Director of The Leven Car Company