The core tension in this project was designing a bureaucratic object — stamps, tables, checklists — with the same care you'd give a flagship campaign. The Volkswagen brand communicates quality through stillness and precision, and every design decision had to meet that standard, even on the pages no one looks at until something goes wrong. Getting the typographic hierarchy, the white space, and the print specifications right wasn't a creative indulgence — it was the job.
The book also needed to work across the entire model range and remain relevant throughout a car's full ownership cycle, which demanded a system that was structured enough to be consistent yet flexible enough to accommodate different service intervals and vehicle types.
The Volkswagen Service Book is the kind of project that doesn't make it onto mood boards or award shortlists, but it ends up in the hands of every single new car owner. There's something honest about designing for that scale of quiet utility — a piece that earns its place not through spectacle, but through the confidence of well-executed restraint.
Working within Volkswagen's exacting brand standards, through DDB Spain, pushed me to find the right solution rather than the interesting one. That discipline has stayed with me.
Next projects.
(2016-25©)
