Ascari
Information about Ascari
APPROACH
Ascari is not a circuit, it is not a hotel, it is not a restaurant. Nor is it a product or a service.
Ascari is a unique, multisensory experience that exists only in Ronda and in the imagination of those who are part of it.
The brand is born from an essential premise: Ascari is unique, just like a mountain, a tree, or a person.
It has its own personality and way of being. From this perspective, Baud has led the strategic and identity redefinition of the brand, transforming its essence into a coherent, sophisticated, and emotional experience.
CHALLENGE
The main challenge has been to capture and communicate what makes Ascari a unique place, beyond its infrastructure, and to target the world's most exclusive and inaccessible collectors.
Ascari is not for sale, you can't buy it. It's something you can't have. It has to accept you. .
The brand was meant to express a unique relational model, where luxury is not ostentation, but silent excellence; where motorsport is not just speed, but culture, history, and emotion. Ascari is a space to transcend, to share purposes, to amplify the positive impact of a select community united by common values.
SOLUTION
Baud has developed a comprehensive strategy that spans from purpose to verbal, visual, spatial, and experiential identity.
The new brand is built on four pillars: Mutual trust, vital harmony, collective legacy, and shared passion . These values act as guiding principles that shape Ascari's culture, relationships, and strategic decisions.
A brand experience that transcends the visual. From the naturally excellent, deeply human, story-rich tone of voice to the visual system, everything at Ascari breathes its philosophy: The perfect balance.
Ascari is no longer just an exclusive motoring circuit and club, but a holistic space of connection, inspiration and shared purpose for the most elite collectors and motoring enthusiasts on the planet.
Baud has designed an experience that is lived on multiple levels: from the adrenaline of the track to the silence of a wellness retreat.
The brand now offers moments that go beyond a circuit and its services, activating sensory experiences, cultural events, scenic routes and days designed to connect with the environment, with oneself and with other members of this select club.
Everything that happens at Ascari is designed to be lived with intensity, without distractions, because time is not the important thing, but the sensation.
A space where everything makes sense.
Baud's work has transformed the Ascari environment into a coherent and aspirational setting.
Every touch point and detail has been designed to convey quiet excellence, respect for the environment and a sense of belonging.
From signage to meeting spaces, through editorial materials, hospitality and functional details, everything is integrated under a harmonious and thoughtful vision. The environment ceases to be background to become an essential part of the experience, a place where everything flows with naturalness, purpose and balance.
Ascari represents a new dimension of luxury and exclusivity, one that is not measured in possessions but in experiences.
Quiet, intimate and profound, it manifests itself in the harmony of the environment, in the connection between like-minded people and in the respect for a motoring culture that transcends generations.
The transformation driven by Baud has turned Ascari into a brand that doesn't need to assert itself, because it feels it.
A community that cannot be bought or sold, that only exists in Ronda and in the imagination of those who live there. A place where the important thing is not to arrive, but to be.