FEATURED PROJECT: The 2010 Chet Krause Jeep Auction

Throughout the summer of 2010, GearHead Creative had the honor to help Aumann Auctions with marketing and design work for the auction company's prestigious Kruase Jeep Auction, an event that showcased the jeeps and other military vehicles instrumental throughout United States history. Such an event called for a unique design direction that drew from the history and heritage of such vehicles. GearHead Creative helped Aumann Auctions realize a striking and consistent design theme for the event that made both the seller and collectors of such wonderful items proud.

Step 1: Story-boarding – At the start of the creative process, Aumann Auctions expressed the need for a special catalog with which to promote this historical auction. The catalog would serve as a centerpiece for promotion, and as a springboard for following auction design projects. GearHead Creative first sketched numerous storyboards to help discover a direction for catalog design. Early work on the storyboards helped establish what types of photographs would be required, gain preliminary estimates of catalog costs, plan and budget upcoming advertising and discover what other promotional items would further promote this auction event.

Step 2: Photography – With storyboard sketches in hand, GearHead Creative accompanied Aumann Auctions members to Wisconsin to assist in the photographing of auction vehicles. GearHead Creative's earlier story-boarding provided direction and helped photographers share in the overall vision for catalog and marketing work. GearHead Creative's presence also helped recognize new avenues appearing on site. GearHead Creative's early planning and presence helped get the most out of an efficient session of photography.

Step 3: Catalog Design – GearHead Creative helped to organize vehicle photographs and descriptions in the creation of the Krause Auction catalog that served as the marketing effort's centerpiece. Classifications for vehicles were established. Lot descriptions were wedded to proper vehicle photos. Stock photography supplemented the auction catalog's theme, and after several rounds of proofing and revisions, an auction catalog emerged that united vehicles together through consistent design. This catalog can be viewed here on the GearHead Creative website.

Step 4: Ad Creation – GearHead Creative drew from the look and design of the Krause Auction catalog to create a series of ads marketing the auction event in collector magazines. Having established lot descriptions and final photos during the creation of the catalog, information for the ads was quickly realized. All of the ads promoting the Krause Auction event shared style and theme, helping the ads further stand out among competing marketing.

Step 5: Creation of Auction Summary Book – Aumann Auctions' expertise and skill conducted an exciting and successful Krause Jeep Auction event. Following this success, Jodi Reynolds of Aumann Auctions employed GearHead Creative's help to design a booklet detailing the behind the scenes work that helped make the Krause Jeep Auction such a success. GearHead Creative's efforts helped communicate Jodi's expertise, and helped her to earn a prestigious award.