The Aston Martin 2018 Annual Report is a project created to explore new possible identity and UX/UI for Aston Martins last fiscal year. The design elements in this project are targeted towards a younger market, contrasting from Aston Martin's usual branding.
While still maintaining important aspects of the brand, this micro site dramatically contrasts from Aston Martins usual aesthetic. A more vivid and spirited approach was taken to attract a new demographic of younger consumers while preserving existing patrons.
Besides our choice of typography, color is the largest difference between this experimental microsite and Aston Martin's usual branding. This has the most considerable effect of setting tone and establishing hierarchy in each slide.
Movement, movement, movement. We wanted to connect the design more closely to this key aspect of the industry. To do so we removed the traditional scroll and implemented glide translations across the report to enable a sense of motion.
Design choices were made to implement clear and intelligible representations of annual figures. We don't want viewers strained by reading the fine print. The essential information is distinctively displayed on each page.