Our client asked us support the launch of the 2019 Toyota GR Supra prototype ahead of its official reveal at Detroit Motor Show. The challenge? To drive excitement and recognition over a 1-year period for a car that was under embargo and therefore couldn’t be fully revealed to the public

Budget - €10K

The masking design is best viewed on the A2 board provided.

However, we have also supplied a short film where we explain the design rationale and production process further. This film also allows you to see the masked Supra in action at Goodwood Festival of Speed where it was first showcased publically

Typically, car manufacturers use a standardised form of masking: black and white swirled patterns that warp perspective and hide the shape of the car. Our masking was therefore unique because it used a bespoke warping design of shaded trapezoidal shapes. The masking was also innovative because it was informed by the Toyota motorsport brand’s logo and took design cues from chequered flags - a strong link back to the world of motorsport.

Car manufacturers mask prototypes when they test them to hide the body shape. We turned the Supra’s embargo into an advantage and designed a functional masking and memorable branding tool to create anticipation and drive excitement until embargo lift. A base layer of graphic trapezoidal shapes borrowed from the Toyota Motosport’s livery warps perspective to disguise the car’s shape. A secondary layer of typography teases the car’s DNA and heritage to provoke conversation amongst fans and buyers.

.The masking was first seen publicly when the new Toyota GR Supra made an appearance at the Goodwood Festival of Speed in July 2018. Since then, the masked car has made appearances at various PR events organised by Toyota, such as the Supra PR launch at Jarama race circuit Madrid (September 2018), and test drive events for automotive journalist, influencers and even CEO of Toyota Akio Toyoda.

Since its creation, the masking design has been adopted for a variety of other branding exercises across multiple channels: website design, POS, Social Media and the design of racing helmets.

The success of the masking design means it will also mask future embargoed sports cars from Toyota.

Sentiment on social was very positive and customers as well as the client have expressed an interest in releasing the masking design as a colour option available for purchase.