SCRAMBLER
DUCATI












BRAND VISION


SETTING THE FUTURE VISION OF THE NEW SCRAMBLER DUCATI CREATING A FUN, FREE, FRESH AND INCLUSIVE BRAND IDENTITY.


Scrambelr was the name used for a series of bikes made for the America market in 1962.
the new Scrambler Ducati, born as a Ducati sub brand open to a new target of audience.
The perfect blend of tradition and modernity. Two wheels, a wide handlebar, a destination and a lot of fun, a return to the pure essence of bikes.














CREATIVE STRATEGY AND BRAND DESIGN

TUNING “THE LAND OF JOY” BRAND STRATEGY PROVIDING NEWISH RIDERS AN ACCESSIBLE CREATIVE GATEWAY DIFFERENT FROM THE REST OF DUCATI’S MORE ASPIRATIONAL BIKES. SETTING THE YELLOW BRAND WITH A STRATEGIC POSITIONING READY TO DRIVE CONFIDENCE AND DELIVER A RADICAL EXPERIENCE.









THE LAUNCH STRATEGY

INTRODUCING THE YELLOW SHIPPING CONTAINER IDEA.

LIGHTING, THE NEW WORDMARK AND THE ORIGINAL KEY COLOR, WITHOUT SHOWING THE BIKE. INTRODUCING A LOUD MESSAGE: THE NEW SCRAMBLER IS READY TO BE SHIPPED WORLDWIDE.
A YEAR AFTER THE LAUNCH THEY GOT RECORD SALES INCLUDING 16,000 SCRAMBLERS SOLD WORLDWIDE.











CREATIVE DIRECTION

CREATING UNCONVENTIONAL VISUAL STORIES TO BOOST THE SCRAMBLER TONE OF VOICE INTO A CONSISTENT DYNAMIC VISUAL AESTHETIC. A STRATEGIC POSITIONING TO CREATE A GREAT RANGE OF BRANDED CONTENTS.
WELCOME TO THE LAND OF JOY!











CREATIVE DIRECTION

A JOURNEY INTO THE LAND OF JOY, PUSHING FORWARD THE BRAND EXPERIENCE INTO THE U.S.A. LANDSCAPE, REINFORCING THE STORYTELLING WITH THE SUPPORT OF JAMIE ROBINSON, DRAKE MCLROY AND THE SEE SEE MOTORCOFFE IN PORTLAND.















CREATIVE DIRECTION

LIGHTING WITH AN ARTISTIC APPROACH THE ACTIVATION CAMPAIGN FOR “THE CUSTOM RUMBLE” THE DUCATI WORLDWIDE CONTEST FOR THE CUSTOMIZED SCRAMBLERS.






MORE ︎ HERE




CREATIVE DIRECTION
CREATIVE STRATEGY 
BRAND DESIGN  
TYPE DESIGN  
WEB DESIGN  
PRINTED MATERIALS
BRANDED CONTENTS



CLIENT: DUCATI
BRAND DIRECTOR: MARIO ALVISI, CLAUDIO DE ANGELI
MARKETING TEAM : ANGELO MARINO, ROCCO CANOSA
FERRUCCIO AMADORI, STEFANO GENTILE
YEAR: 2014 - 2021
CREATIVE DIRECTION: LUCA PILUTZA
DESIGN TEAM: LUCA PILUTZA, RICCARDO SORGENTE
PHOTOGRAPY: GREGOR HALLENDA
VIDEOGRAPHY ALBERTO CHIMENTI
ILLUSTRATIONS: GEORGE BOUTALL
AGENCY: 515 / BLACK BOARD BERLIN
MEDIA: CATALOGUES, MAGAZINE, WEBSITE,
INSTAGRAM, FACEBOK YOUTUBE, VIMEO



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