For Maserati, 2013 marked their 9th year in China and their 99th anniversary. “9” is an auspicious number in China representing both new beginnings and completion. “9” is also the biggest digit - which is perhaps why the brand had their biggest year yet. That is why "9", and the grid of 9 was used throughout the design to emphasis this concept.
2014 was an extraordinary year for Maserati which welcomed the brand's first centenary celebration and the fruitful results of the brand's first decade of entering the Chinese market. Thus, the chinese characters for "100" and "10" were used constantly throughout the copywriting.
For Maserati, 2015 was a year of consolidation that linked the past and future. The first sprint after dormancy usually contains unlimited potential. Maserati not only inherited a century of eminence but also laid the groundwork for a new beginning. With the arrival of a new SUV, the excitement of 2015 is to call on all Masereti staffs, dealers and customers to march forward together.