Producing a document that focused the mind and captured the essence of the brand, delivering key information prior to the launch of the MP4-12C around the world was part of the brief, but this was highly sensitive information, only to be shown to a select group of senior managers.

The solution was to create a slick working document that inspired the McLaren Automotive team. Bound with high gloss black painted metal spines and personalised with team member names, it ensured that each document would be individually owned and would become an integral part of the plans for the cars future.