WWW.MARTINIRACING.COM
“Personally I’m a tangential NASCAR fan,” says creative director Marko Bon. “Not only are all aspects of racing rather intense, but the logo frenzy on the cars is a graphic designer’s paradise.” Rooted in fashion and luxury design, CollectiveLab attracts clients from outside those realms who love the aesthetic. “Much of what that means is letting the product speak for itself,” Bon explains, “letting the design of the site serve as an elegant and intuitive structure on which to hang the photography, the product.

“The Martini Racing project required us to take a wholly different approach,” he says. “I think we became shape-shifters when approaching this client—making a video-game-esque interface is not something we had toyed with before.” And, he points out, “The Martini Racing logo has a real ’70s vibe to it.” Working on the site, aimed at existing racing enthusiasts, made big fans of Bon and his creative team. “What those folks do in Formula One cars is pretty amazing. I’m not sure if people outside of racing appreciate that,” he says.

Was Bacardi Global Brands happy? Yes, according to Bacardi’s director of interactive, Blanton Brown. “You make my job so damn easy,” he says of Bon’s team, “it’s killing me.”
Romy Ashby

CollectiveLab
CREATIVE DIRECTOR: Marko Bon
ART DIRECTORS: Paul Bazay, Dael Wasylenka
DEVELOPER: Richard Brown
PROJECT MANAGER: Tara Paproski
ACCOUNT DIRECTOR: Harris Damashek
DIRECTOR OF INTERACTIVE: Blanton Brown (Bacardi Global Brands)
CLIENT: Bacardi Global Brands
CONTACT: www.collectivelab.com