Barrett-Jackson

Established in 1971, Barrett-Jackson is the leader in collector car auctions and automotive lifestyle events. They produce four auctions across the United States, where hundreds of the most sought-after, unique, and valuable automobiles cross the block in front of a global audience. Their current branding is very dark, glossy, and masculine, and their audience skews older. I was tasked with creating a new visual identity that would inspire younger consumers to attend their events. Inspired by mid-century automotive advertisements, I created a look that is tactile, celebrates the vibrant colors of vintage cars, and feels accessible to all. Additionally, I wrote all of the ad copy shown in this direction.