A publication and brand dedicated to the design and
experience of luxury and exotic cars.
*A-Commended Senior Project, the highest merit recognition
in Auburn’s Graphic Design program.
Valet Magazine
Luxury and exotic cars continue to be celebrated primarily for engineering, even as younger audiences place greater value on aesthetics, culture, and experience. As a result, their design and emotional impact are often underrepresented in automotive media and broader cultural conversations.
Valet is a publication and brand that responds to this gap by reframing luxury and exotic cars through design, culture, and emotional experience rather than technical innovation. Inspired by my limited access to these vehicles growing up, the project reflects a long-standing fascination with how cars communicate identity, ambition, and desire through visual language and storytelling.
At the core of the project is Valet magazine, an eight-story print publication that uses collage to bring energy, movement, and drama into each feature. This approach challenges the overly polished, static conventions of traditional car media, allowing form, line, and narrative-driven writing to mirror the excitement and presence of the vehicles themselves.
Valet extends beyond the printed page into a cohesive brand system that includes refined model car packaging, a tactile launch event invitation, a curated Instagram presence, and more. Together, these elements establish Valet as a contemporary platform that shifts how luxury and exotic cars are seen and discussed.
Explore Valet in this video flip-through. Adjust the video playback speed if you’d like a slower, more in-depth look.
The publication’s grid system allows for dynamic compositions while maintaining a refined structure. The offset headers and footers mimic the positioning of tires on a car, adding a touch of automotive elegance to the layout.
Selected section-opening spreads.
The launch event was imagined as an exclusive car show, and the invitation was designed to reflect that experience. It comes in a custom folder with a V-shaped slit inspired by the Valet logo. The card slides into that shape, creating an moment of interaction that feels considered and luxurious.
The packaging system for Valet applies the magazine’s collage language across both the shipping box and model car package. Cropped imagery on the shipping box teases the cover car, while a die-cut in the model car packaging offers a controlled glimpse of the object inside, elevating the experience beyond conventional model car presentation.
Valet license plate frame shown on a Ferrari F12 Berlinetta.
Valet’s signature wordmark featured on a keychain.
Valet’s website and Instagram extend the brand into the digital space, translating the magazine’s visual language for on-screen experiences. Both platforms highlight cars, close-ups, and teaser moments from the publication. While print leans heavily into collage, the digital presence favors clean, image-driven layouts with subtle collage elements for continuity to reserve the publication’s full visual richness for print.