July '16

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Page 26 of 119

JULY 2016 THE SHOP 25 not have the artistic ability to show—as a concept to excite sponsors, motivate builders or to be used as a tool to build from," Bernal explains. "I like to think the rendering is what turns an idea into a real project, not only for the owner, but all involved. It's also a marketing tool to incite public excitement about a project, while at the same time validating that project." Bernal Auto Style ( has a family of companies it works closely with to help turn dreams into reality, pro- viding each client as much—or as little— direction as they need. "We are an ego-free company and don't take ourselves too seriously. We use the term design loosely," Bernal explains. "I work with companies that know exactly what they want and there is very little design required from me, and I have com- panies that tell me they have no idea what they want and for me to go crazy and create something eye-catching." The objective each time is to build suc- cessful relationships alongside successful show cars, and the process starts, not sur- prisingly, with a meeting to map out the direction the project will take. "If it's a SEMA proposal, they will fill me in on what they see in their head and A 1963 Cadillac illustration. Bernal, right, with Rick Abate, owner off Classic Car Marketing, showing of the 1967 "Sinis- ter" Cadillac.

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