Ferrari approached 160over90 not trying to sell more cars, but instead, looking for a better way to tell their ultra-exclusive story. And they wanted a new voice with which to tell it. We began by creating a beautiful custom typeface inspired by the highly stylized lines on the breathtaking automotive masterpieces themselves. We studied the 458 Italia, the F12 Berlinetta, and the million-dollar Enzo model, and crafted a limited edition font that would be the vehicle in which we would drive our narrative.

We told the Ferrari story through a suite of communication materials sent to Ferrari owners and dealers to promote Corso Pilota, Ferrari’s exclusive precision driving academy. We created custom badges for each level of the program to offer a premium identification system for drivers, instructors, and staff. For participants, we created personalized welcome kits, a website housing in-car session videos and photographs, and a departing diploma gift. Every session of Corso Pilota sold out at all three venues; Circuit Mont-Tremblant, Quebec, Circuit of the Americas, Austin, Texas, and Corso Pilota On Ice at Circuit Steamboat Springs, Colorado. But more importantly, we were able to get under the hood and leave our mark on the most powerful brand in the world.



160over90, Philadelphia
Creative Director: Sig Gross
Associate Creative Director: Travis Ludwig
Designers: Austin Lotz, Nate Harris