Buick Avenir Concept Press Kit

At NAIAS, every automaker hands the press a kit, and most are recycled by the end of the day. Buick was unveiling the Avenir Concept along with a new brand direction, and the kit had to make that elevation tangible before a single page was read.

The brief: embody the sophistication of the Avenir itself, in an object journalists would keep on their desks.

The Avenir Concept itself, and its reveal environment, are the work of Buick's design studios. What the press kit borrowed was the language: the sweeping linework of the booth, and the steel-blue "Megalodon" color story developed around the car.

The board below collects that source material, the palette and textures the kit translated into paper, lucite, metal and felt.

Luxury is judged in the hand before the eye, so the design language was material first:

• Booklet. Spot PMS embossed and varnished cover, restrained typography, and photography given room to breathe.
• Packaging. A custom etched lucite sleeve holding the booklet and a branded USB drive with the full media assets.
• Presentation. The whole kit delivered in a silk-screened felt pouch, so the reveal itself became a brand moment.