For this project, differentiation between the Mercedes-Benz and Smart offerings was crucial. The brand component – expressing the Smart brand values of efficiency, smart thinking and responsibility – was central to the design. The concept solution appeals to responsible urbanites of all ages and environmental sustainability is emphasised. Specific finishes, such as, abstract graphics depicting city life and rubber flooring with oversized yellow lines that indicate playfulness and adventure, are employed to communicate the Smart brand. The end result is a combination of uniquely South African features and localised components of elements in international design. The successful collaboration between ARCA Unlimited and Daimler AG in Stuttgart was key to the success of this project