SEAT cars Ireland

SEAT Ireland needed an advertising campaign that would reach new audiences. I collaborated with Amy West to create a quirky, funny campaign that celebrated one of SEAT’s unique features — their Spanish and German roots.

Amy and I developed a new language, SEATese, which combined English words with Spanish and German accents. In order to help users learn the language we designed a ‘Say It like SEAT’ dictionary, as well as humorous pronunication videos. We designed the interface for a smartphone app where users could listen to SEATese words and submit their own.

The precision of German design and the passion of Spanish design influenced our print campaign, which combined elements from both cultures. This project was shortlisted by SEAT Ireland as part of the SEAT Student Design Award 2012.

A detail of the ‘Say It like SEAT’ dictionary created for the campaign. SEAT use a custom version of Erik Spiekermann’s Meta, which was perfect for this project.

Lucky that both Spain and Germany have red and yellow in their flags isn’t it?

Some of the dictionary pages had stories relating to a car from the SEAT range.

SEAT’s photography crew were way ahead of the game, and had already shot the whole SEAT range in red and yellow.

A detail of one of the posters which combined prominent Spanish and German identifiers, emphasising SEAT’s multicultural background.

A series from the Spanish/German collection of posters.

A series from the SEATese collection of posters.

The interface designed for the ‘Say it like SEAT’ app.