Revolutionizing Luxury Car Marketing: The Nissan Fuga Brochure

Yoshihiro Mimura & Junichi Yokoyama's Award-Winning Design

The Nissan Fuga, a flagship model of the Nissan brand, is unique in that it bears no Nissan logos, only the Infiniti logo. This subtle branding strategy is reflected in the brochure, which aims to portray the car as a premium, high-class sedan that stands out from the European style offered by BMW, Audi, and Mercedes.

Mimura and Yokoyama's design is distinct and elaborate, aiming to evoke emotional responses from potential customers. The brochure highlights the advanced technology embedded in the Fuga, as well as new perspectives on hybrid technology from the Nissan and Infinity brands.

The brochure's visual appeal is enhanced by the use of light and shadow to render the car's sharp silhouette. This technique, combined with the use of 3D Computer Graphics, creates a dazzling effect that underscores the car's high quality. The brochure is bound like a hard-cover book, further amplifying the luxury feel of the car.

In Japan, automobile brochures are considered incentive items for targeted customers, and this design certainly delivers. Whether picked up at a dealership or ordered online, the brochure serves as a tangible reminder of the car's emotional and functional qualities while the buyer awaits delivery.

The design process was not without its challenges. The team spent considerable time researching and experimenting to create a "dark yet lightened up" visual world that corresponds to a new vision of the luxury car environment. The use of 3D computer graphics required significant effort to properly render the background and light reflections on the car body.

The Nissan Fuga brochure is a testament to the creativity and technical skill of Yoshihiro Mimura & Junichi Yokoyama. This design, which won the Golden A' Design Award in 2016, is a shining example of how innovative design can revolutionize marketing in the luxury car industry.