Precision Crafted Performance

With a history of racing and a Honda legacy under its belt, Acura embarked on an ambitious rebrand in the beginning of 2016. To infuse the brand with renewed purpose, our team returned to Acura’s roots for inspiration—the original mantra, Precision Crafted Performance, was back.

This shift needed to be expressed and felt throughout the brand. The renewed design language included fresh paint colors, typefaces, patterns, vehicle imagery and overall art direction — an ambitious effort that would influence everything from broadcast to point of sale and the brand ambassador.

All in all the project has garnered three Graphis awards for branding, brochure and poster work, including a gold and two silvers.

Contributors

Created at MullenLowe Los Angeles.
Design Director: Florencio Zavala, Designers: Michael Molinaro, Denzel Hill, Jamie Nichols