Automotive

Design and Photo Art Direction: Tye Bergeson; Photography: Rick Rusing

Launch brochure for Honda’s new roadster. It was a departure from Honda’s normal lineup and a bit out of character at the time. Honda takes pride in their engineering prowess, and the S2000 was a showcase. The vehicle featured 50/50 weight distribution, which drove part of the visual concept. Layouts were divided in half, and images of the car were cropped in half for dramatic effect. Also, the paradox of a conservative car company making such an outrageous vehicle informed a play of simple vs. complex, white space vs. color, and emotional photography paired with schematics drawings.

Design: Tye Bergeson

Design and Photo Art Direction: Tye Bergeson, Janine Rubinfier

This brochure represented a change in position for the Acura brand. For a decade, the brand used stereotypical images of luxury (stone, classic typefaces, equestrian clubs, ivy, etc). With the launch of the CL, they began to explore returning to their roots as a performance automobile company. This brochure established many new norms for the years that followed, including contemporary photography with selective focus, more contemporary typography, and the use of vivid colors.

Design & Art Direction: Tye Bergeson: Photography: Tim Baur, Art Brewer

Art Direction: Tye Bergeson; Photography: Timothy Baur

Behind-the-scenes prep work for Suzuki concept vehicle photography.

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