Fette Designs 2021. All rights reserved.
Dinan was active in a few publications focused on BMW’s and one of those was a magazine called ‘Roundel’. This particular magazine caters to BMW Car Club members and was a perfect audience to advertise various performance related products to. I was tasked with creating a variety of advertisements that ran for a few months and then were switched out intermittently when a new substantial product was available. Two (2) of these advertisements are shown above.
The portrait oriented advertisement served many purposes and actually advertised for a multitude of products. The most immediately clear subject is the halo (“signature”) car package, the car pictured in the advertisement, which by itself is a singular item. However, it can be broken down into a variety of independent parts, namely the newly launched software tuning solution named the DINANTRONICS Performance Tuner. This device is the most important part of the package since all the other modifications rely on it to make their enhancements. Due to this importance it is highlighted in the bottom of the advertisement and is spoken of nearly entirely there much like a separate ad within an ad. The last items being indirectly advertised are the other individual components within the “signature” package and they are briefly referenced in passing on the left hand side. While not directly advertised they are alluding to the fact that the vendor, Dinan, is not only selling this particular car but also carries and sells these individual parts as well. While seemingly very disparate on the surface these items are all fluidly tied together into one all encompassing advertisement that not only promotes a big ticket item (the “signature” car), the most important item (DINANTRONICS) but also paves the way for the rest of the product catalog (the other products and product categories).
The landscape oriented ad was done to promote a few racing engines that were developed specifically for Club Racing teams. Borrowing from Dinan’s success on the world stage with its winning engines on Daytona Prototype cars the base image was easily acquired and stripped of all unnecessary color. This was done in order to have the viewers eyes instantly attracted to the car and associate the viewer to the underlying ‘race’ theme. Going off the assumption that a track oriented mind would want to read further once their mind paired the imagery to a racing product the ad served 2 purposes; eliminating the users who had no interest in racing products right away, and create enough ambiguity for those that are interested in racing to proceed in reading the content.
UPDATE: Some additional samples of the various Roundel Ads created over the years have been added to the carousel for your perusing enjoyment.
Client | Dinan Corp
Category | Print, Photography
Year Created | 2014
Media | Adobe Illustrator, Adobe Photoshop, Adobe InDesign