The Leven Car Company

A Brand With Meaning

The Leven Car Company, A Brand With Meaning

The Leven Car Company is a luxury car dealer which specialises in the sales and servicing of high-performance vehicles.

The organisation was founded by Hugh and Chris McMahon who had owned and eventually sold The Lomond Audi Group (now known as Lookers Audi.)

They were looking to create a new organisation which had outstanding service at its heart.

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

This is ‘The Leven Car Company, A Brand With Meaning.’

 

The brand we created for The Leven Car Company sat alongside some of the finest brands in the world – one of The Leven Car Company’s showrooms. 

 

 

 

Ferrari, Lotus, Porsche, McLaren, Caterham – the organisation is home to some of the finest car marques in the world.

 

 

The final brand identity for The Leven Car Company was a mark which is packed with impact, style and meaning. 

 

 

 

One of the parts of this project that we are most proud is the creation of ‘The Most Beautiful Business Cards In The World.’ 

 

 

 

 

 

 

The brand was created by working in a very collaborative way with the great folks at The Leven Car Company and truly understanding what they wanted to communicate. The above words are some basic values that were important to both Hugh and Chris McMahon. 

 

 

 

A very wide range of visual themes were explored which would bring these values to life – everything from Celtic knots to monographs to tattoos to the river Leven itself. At the loft, we take the research stage very seriously, we are always looking for as wide a source of inspirations as possible. 

 

 

And we explore lots and lots of sketches…

 

 

 

However, the theme that was a winner was the idea of ‘Chinese Whispers.’ If you do a good deed, word will get around. This was particularly true in the previous business ran (Lomond Audi) ran by Hugh and Chris McMahon, and something they strongly wanted to embed into the culture of The Leven Car Company. Do right by your customers and they will tell others. 

 

 

 

Some of the early initial concept sketches  – you can see early on this idea of people being at the heart of the brand and of them talking to each other. 

 

 

 

 

 

We did explore other concepts, some of the early conceptual work that was rejected was the idea of a Celtic knot. 

 

 

 

 

A chosen design path was selected pretty early on – and the loft team used a meticulous attention to detail for every aspect – in this case – exploring different line weights. 

 

 

 

 

We were creating a brand and not just an identity so widespread exploration went into the colours that would be used for this project and  future brand communications. 

 

 

 

And various paper explorations for the main printed items.

 

 

 

As mentioned – hand-drawn sketches would have a considerable part to play in the process. 

 

 

 

The final identity was widely loved by everybody involved and also gave a perfect launchpad for the new brand. 

 

 

A brand absolutely packed with symbolism and meaning. 

 

 

 

 

A little work went on the brand experience/messaging for both staff and customers alike… Here is one of the early Strategy boards. 

 

 

 

And the final brand statement, giving the organisation a perfect launchpad for the new brand. 

 

Some of the very kind words we received from the management team.

 

 

 

The loft worked with the organisation on a number of other projects long after the completion of the brand identity – one very special project was this brochure showcasing three beautiful, specialist V8 Ferraris for Sale. 

 

 

 

We remain delighted with our collaboration with The Leven Car Company. 

Please don’t hesitate to drop us a line, if you’d like to know about our client-collaboration with The Leven Car Company or any other branding activities. The loft team.