The Key to Ferrari
Unlocking a Brand’s Full Potential

About the Project

This project delved into the essence of the Ferrari brand, exploring its significance to both current and prospective vehicle owners. It examined the pivotal role of the vehicle key in the ownership experience and how a reimagined key design, along with its associated interactions, could elevate the Ferrari experience. The insights gained from this work directly influenced the creation of the innovative key design for the Ferrari Roma, further enriching the luxury and prestige of owning a Ferrari.

 

Related Services
Interaction Design
Brand Expression

Role
Interaction Design Director
Client Relationship Lead

 
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The Amuleto

A wide range of Ferrari owners were interviewed and shared how they related to the Ferrari brand. These interviews informed several ownership modes, which in turn influenced the design of the vehicle access experience, from initial order to the first drive. The entire purchasing experience was explored. Upon ordering a vehicle, customers receive an amuleto with a stone insert. A reference to the pink marble step in the entryway of Enzo Ferrari’s home in Modena, this feature reinforces a sense of having joined the Ferrari family. Since Ferrari ownership is typically preceded by up to 18 months of anticipation, the amuleto is a powerful reminder of the coming vehicle. During the final design review, the team was both humbled and proud to receive positive feedback from Ferrari’s top management.

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From the client…

 
“You guys are clearly smart. This is something we would never have come up with. We understood the value of this work 5 minutes into your presentation. I can think of many ways in which we can leverage this approach.”
— Sergio Marchionne - Chairman and CEO, Ferrari
 

Impact

The Ferrari Roma features a sleek, innovative key design that aligns with the car’s minimalist and luxurious philosophy. Unlike traditional key fobs, the Roma’s key is a compact, leather-wrapped device that prominently displays the iconic prancing horse emblem on a metal plate. It can be placed in a dedicated slot on the center console, seamlessly integrating with the car’s interior aesthetic. Additionally, the Roma utilizes a keyless entry and start system, allowing drivers to unlock and start the vehicle with a simple touch, enhancing its modern and sophisticated appeal.

The “Amuleto” Key Design

The Emblem

This concept integrated the fine heritage and materials for which Ferrari is known. The modular approach helped bridge the gap of up to 18 months between when a Ferrari is ordered and when it is delivered. Before the functional module was delivered with the vehicle, a marble insert, reminiscent of Enzo Ferrari’s home doorstep, was included.

Ceremony of Ownership

The Ferrari team ultimately selected this concept and further developed it. It featured materials associated with the individual vehicle it accompanied. When a vehicle is sold, the amuleto body can be kept as a memento of vehicle ownership.

 

The Icon

Recognizing the importance of the Ferrari mark, Ferrari ultimately selected this concept for refinement. In addition to elegantly representing the brand, the concepts had to accommodate remote operation features and emergency key access functionality.

A Personalized Touchpoint

The key leverages quality materials associated with Ferrari vehicle interiors and exteriors. It serves as a tangible touchpoint for the Ferrari brand, conveying personalized information about an owner’s specific vehicle model.

Vehicle Access Touchpoint Gallery