AMG Driving Academy
Driving school for AMG drivers in China
Overview
Web, print and event
AMG Driving Academy teaches AMG drivers in China to drive on a racetrack, from a first day on the circuit to racing a GT3. Over two seasons I designed its websites, its brochure and the spaces it built at the track.
2014 and 2015
English, Chinese
brochure
Shanghai and Zhuhai
My Responsibilities
Lead designer
Everything a driver saw, from the first visit to the site to the day at the track.
Every page, from the tracks and levels to the instructors and a booking calendar.
A full-length site for desktop and phone, with the fleet, instructors, schedule and gallery.
A calendar of events and a four-step registration, from choosing a date to the confirmation.
80 pages in English and Chinese: the programs, the fleet, the tracks and the instructors.
The reception, lounges and pit corners for the 2015 race weekends.
Car stickers for the AMG GT, the driver suit and the signs.
Website 2014
Ten pages, one screen each
A dark, metallic interface where every page fits one screen: the photo behind, the content in front, and red for the one thing to do next, book.
Home
Tracks and schedule
Levels
Shanghai International Circuit
Instructors
An instructor
The cars
Booking calendar
Booking, step one
Power & Passion
Power & Passion, Chinese
An instructor, Chinese
Website 2015
Desktop
The 2015 site turned each section into one long page, told in large photos and red bands: the levels, the fleet with every car named in type as big as the car, the instructors with their careers, and a schedule that leads straight to registration.
Home
Levels
The AMG Fleet
Instructors
Racetracks
Schedule
Incentives, the AMG Private Lounge
Registration
Registration, driver information
On the phone
Mobile
The same site, rebuilt for the phone: one column, the programs folded into lists that open on tap, and a menu that keeps every section one tap away.
Home
Menu
The AMG Fleet
Instructors
Schedule
Registration
The brochure
AMG Driving Academy 2014
Eighty pages in English and Chinese, built on the same slanted stripes as the site: the tracks, the fleet, the instructors, Mika Häkkinen, and every program with its days, requirements and dates.
Cover
Back cover
Racing Hearts
China’s premier racetracks
The fleet
At your service, the instructors
Mika Häkkinen, AMG brand ambassador
Overview of all programs
Masters, become a race driver
AMG 45 Challenge
Winter Sporting
Overview, season 2014
At the track
Season 2015, Shanghai and Zhuhai
For the 2015 race weekends the academy moved into the pits and the hospitality floor. Black walls cut by the AMG stripe, white light and the cars themselves: a reception that says start your engines, a lounge for owners, a wall of fame and corners in the pits for the engines and the GT3.
Reception
Brand wall
Mika Häkkinen and AMG GT
Private Lounge
Wall of Fame
Lunch area
Briefing room
Rest corner in the pits
AMG workshop corner
SLS AMG GT3
AMG GT and simulators
Car display at the hotel
AMG GT car sticker
AMG GT car sticker, race number
Driver suit
What AMG gained
Outcomes of the work
One look from the first click to the pit lane.
The site leads every page to the schedule, and the schedule to a four-step registration.
In 2015 every page was designed for the phone as well as the desktop, in English and Chinese.
Every level with its days, requirements and dates, so a driver can choose the right one before calling.
The reception, lounges and pit corners carry the same black, red and stripe as the site and the brochure.
Designed at Avantgarde Shanghai
as Lead Digital Designer
Mercedes-AMG China
Thank you!
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