We were approached by a woman owned start up company who wanted to start a new type of black car valet service where all drivers were women and they dressed in sensual nusiness attire, a sexy driver if you will. The #1 rule was to make it clear that this is NOT an escort service. With that in mind we went to work on a branding deck to send along with our proposal for consideration. After all it was a unique idea and we're always looking for an excuse to flex our creative muscle.
Scroll below to read the design brief we made for them.
Creative Brief: Luxury Valet Service
Client: Pretty Pedals
Client: Pretty Pedals
Overview:
Pretty Pedals is launching a premium black car valet service that differentiates itself by adding a sensual and luxurious touch. All chauffeurs are women dressed in business attire combining professionalism with a touch of sensuality. This unique service is designed to appeal to high-end clients seeking a unique, tantilizing experience.
The current tagline for the service is: "Satisifed on arrival."
Objectives:
1. Develop a brand identity that conveys luxury, elegance, and exclusivity with a subtle yet striking sensual appeal.
2. Craft messaging that appeals to affluent individuals, business professionals, and luxury service consumers.
3. Create a refined marketing strategy that balances allure with professionalism, avoiding any elements that may detract from the high-class image of the brand.
Target Audience:
Demographic: Affluent men and women, aged 30-60, urban professionals, business executives, and luxury enthusiasts.
Psychographic: Individuals who value status, exclusivity, and premium experiences. These customers are accustomed to the finer things in life and seek seamless, luxurious service that exudes class.
Key Messaging:
Brand Values: Elegance, sophistication, discretion, luxury, exclusivity.
Tone of Voice: Polished, confident, seductive yet tasteful, sophisticated.
Primary Selling Points:
- Women Drivers in sensual Business Attire: Professional, confident women dressed in alluring yet classy business attire to enhance the experience.
- Exotic Experience: Clients receive a unique service that combines the dependability of black car service with the appeal of a high-end luxury experience.
- Discretion and Comfort: The service is smooth, discreet, and guarantees comfort and safety while adding an exotic edge.
Creative Elements:
Visual Style: High-contrast black and gold, sleek design with a focus on luxury and allure. Imagery should include close-ups of the drivers in tasteful, stylish business attire paired with sleek, high-end vehicles.
Photography/Imagery: Photos should exude class and sensuality without crossing into overly provocative territory. Focus on elegance, the confidence of the drivers, and the high-end vehicles.
Brand Colors: Black, red, and white to evoke sophistication, luxury, and purity.
Typography: Elegant, modern serif fonts combined with clean, minimalistic sans-serif fonts.
Deliverables:
1. Brand Identity:
Logo design
Color palette and font choices
2. Website Design:
Clean, modern layout
Focus on high-quality imagery and user-friendly interface
3. Marketing Materials:
Social media templates
Digital ads
Brochures and print materials
Email marketing content
Competitor Analysis:
Review existing luxury black car services and premium chauffeur services for positioning. However, no direct competitors combine the unique blend of luxury allure and female-driven valet service, giving the client a clear market differentiation.
Conclusion:
This service is a graceful fusion of luxury and allure, providing a high-class, exotic black car experience that stands out in the marketplace. The goal is to build a premium brand image that resonates with affluent clients looking for something unique, elegant, and captivating.
