Established in 1971, Barrett-Jackson is the leader in collector car auctions and automotive lifestyle events. They produce auctions across the United States, where hundreds of the most sought-after and valuable automobiles cross the block. Their current branding is very dark, glossy, and dated, and their audience skews older. I was tasked with designing a new design system that would inspire younger consumers to attend their events. Select accomplishments:

🏎️ Ennis solved the issue of the current style feeling too dark
🏎️ Designed OOH system inspired by the colorful cars and mid-century car ads
🏎️ Wrote all copy in the direction, driving viewers to bid on a car and highlighting Thrill Rides, an emerging source of revenue for Barrett-Jackson