Spotlight on Vulcan
Step Inside Design: Best of Web 2008
September/October 2008
When the site for the Vulcan Motor Club opens on a close-up image of the highly reflective hood and windshield of a sleek, black car, the effect is so sensual and enticing, you could be forgiven for wiping away a spot of drool. Go deeper into the site, and you’ll find a fleet of lust-worthy cars from Ferraris to Bentleys and Lamborghinis that, as a member, you could have delivered to your door for a joy ride or a weekend in the Hamptons. Scott Mires, creative director at MiresBall, points out that some car clubs “cobble together imagery from car manufacturers, so visually they look like a hodgepodge, very down-market or cheesy-sexy.” Vulcan required a look that’s smart-sexy and offers both head and heart reasons for joining. “This company puts together two strong concepts,” says Mires. “Affluent individuals yearn to have lots of different exotic cars to drive, but these cars are expensive to buy and maintain. Just changing the oil is a financial commitment. They’re also astute businesspeople. With Vulcan, you can get the car you want and have it pencil out in a smart way.”
The team at MiresBall also found the means to have the site pencil itself out in a smart way. “Car photography is very expensive,” Mires notes. “Because the lighting is so specific, you often have to take 10 or 15 shots and piece them together.” However, by shooting the cars at once and in a controlled environment, the team was able to create images that look like they “broke the bank” but merely dented it. Designer Dylan Jones notes, “We shot on black because we knew it would be more forgiving and would create a framing device for the cars. But we also had to establish a look that the client could maintain themselves as they added cars. They’ve added five so far, and it’s been seamless.”
Other important elements on the site include detailed car specs that appeal to the inner geek inside any car aficionado. Another geek-appeal touch is the LISTEN tab that allows you to hear the sound of a specific car’s engine. Ultimately, the site seduces a sophisticated and affluent audience by giving them the practical means to get exactly what they already know they want. “By showing less of the cars, the site allows you to bring more of your imagination into it,” says Mires.
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