the Tiny Car Club
Overview
Goal
Develop a collectible publication on small city cars and all matters pertaining to them, spread the message that cars can be a fun hobby for everyone, build a space for the community of tiny car enthusiasts.
Challenge
Developing a unique publication in a saturated space of automotive magazines; creating a design that is niche, but approachable; keeping the tone consistent across the issue and building a brand & design system that can carry on in future issues.
Strategy
Pastel colors
Funky typefaces for article headings, each article utilizing it’s own typeface
Clean sans-serif for subheads and body copy
Unconventional image treatments, hand-drawn elements
Y2K aesthetic elements, such as newspaper cutout letters, scrapbook journal collages, etc
Bold dynamic layouts
Target Audience
18-30, Gen Z and Millenials
Female and male, leaning more towards female
Young professionals, recent grads, new car owners
Higher education, middle class
Car enthusiasts, particularly small car lovers
People who consider cars an expression of their personality
Design enthusiasts
People with a sense of humour
style guide
table of contents
long live the bug
Tiny Stars – The flagship article about the "star" of each issue
A look at the enduring charm of the Volkswagen Beetle and the tiny car that became a cultural icon. From its unmistakable shape to its unlikely evolution, the Bug proves that small can leave a very big impression.
micro marvels
Tiny News – Articles covering recent news, usually sponsored
A closer look at the Micro Car exhibit at the 2026 Canadian Autoshow in Toronto.
powering the little things
Tiny Advice – Articles offering useful advice in the tiny car world
Tiny cars are choosing sides. Welcome to the friendliest showdown in motoring: EV vs gas, but make it miniature.
meet the topolino
Tiny News – Articles covering recent news, usually sponsored
A first look at the new Fiat Topolino, coming to the US in 2026.
small car odyssey
Tiny Tales – Subscriber-submitted tiny car stories
The tale of a very questionable but wonderful decision to road trip across Europe in a Smart.
Spreads
