Accelerating progress for a luxury car dealership

A brand that feels considered
The core idea was simple: premium should feel assured, not loud. Instead of traditional luxury motifs or extravagance, we created a visual language that feels timeless and confident. This allows the cars themselves — each rare and desirable in its own right — to remain the hero while the brand quietly supports the experience.

The visual system uses presence and restraint to communicate credibility, taste, and authority. Typography, spacing, and layout choices were calibrated to reflect the quality of the offering and the refined expectations of performance car buyers.

Elevating every touchpoint
From digital to physical, consistency was key. Online, the brand presents like a private viewing, with layouts and imagery that feel deliberate and high-end. On site, wayfinding and signage draw on premium materiality and thoughtful execution, reinforcing the sense that arriving at F12 is arriving at a destination.

Across every piece of communication and brand application, the visual system provides cohesion and quality. Every interaction reinforces the same message: you are in the right place for serious cars and serious expertise.

A name that earns confidence
Since launch, F12 Performance has moved beyond being “the new dealership” to become a recognised name in the luxury and performance vehicle space both in Leeds and beyond. The brand now helps the business establish trust fast, signalling legitimacy before conversations begin and supporting it with consistent, considered experience throughout the customer journey.

This strategic identity has positioned F12 as a trusted player in a competitive market and created a platform for future growth.