Paddock

Keeping an exotic or classic car in New York has always meant a compromise: nowhere to park it, and nobody who knows how to look after it. Paddock set out to be the opposite, a private place where the car is kept, maintained and understood, and where the people who own these cars meet.

They were one of our first clients. Like us, they were just starting out.

How do you make a car park feel like a private club?

A hexagonal P. The letter is cut from a hexagon and folds back into it, so it reads as a badge from across the room and as a letter up close. It carries the three things Paddock promises: protection, connection and discovery.

It came out of pages of sketches, and it holds up in gold foil, on a lightbox and in neon.

Blacker Pro Display sets the headlines, classic and sharp; DM Sans does the working text. Two layout rules hold everything together. Frame Anchor: images, lines and the wordmark rest on the base of the frame. Coordinated Movement: headline lines step left and right, a little energy against a classic face.

Gold, charcoal and cream lead, with a soft red kept for accents. The copy speaks sparingly.

Every car is lit like sculpture: low angles, gobo light, warm filmic grades, and room left for type. The same rule runs through photography, film and 3D, so a render of the Miami garage and a photograph of the Manhattan one belong to the same world.

Paddock Miami opened with a teaser built entirely in 3D: palm shadows on a bonnet, hexagonal light moving over a Testarossa, the mark glowing in the dark, and the wordmark to close.

The club is as much the product as the parking. We photographed and filmed the evenings that make it one: a fitting at an atelier, a Sunday rally from the Manhattan garage, a dinner among the wine. The pictures favour conversation over cars.

The website plays like the garage: a car arrives through Manhattan, is covered for the night, and the page opens onto the club, its locations and its evenings.

The members’ app keeps the same quiet. Book a pick-up or drop-off, see where the car is, and talk to the team.

In 2026 we revised the system rather than replacing it. Headlines moved to lighter weights, Frame Anchor and Coordinated Movement became rules, the interface gained subtle rounding and detail by priority, and the whole brand moved into a portal the team can use every day.