Home to one of the largest private collections of Mercedes in the U.S, the Kemp Auto Museum sought to build awareness of its luxury car donation program among high net worth collectors. The benefits of a donation are two-fold: estate taxes are mitigated for the donor’s family and museum visitors are able to learn about the evolution of car designs and engineering in the 20th century. Using print as the medium to showcase historically significant cars, the message assured the target audience that the Kemp Auto Museum shares their passion for cars and will continue to carry on the legacy of these influential masterpieces of machinery.