All current imagery, design and output was gathered, before we drilled into the strategy during a brand workshop. We began to construct an overarching vision that would help to tie the spirit of the brand of the brand together, and allow us to align the positioning and visuals.
The logo became the starting point. Evolving and refining from some of the existing formats, we began to draw out examples resembling a race track. Looking to create a focal point that the brand could stand behind, we researched classic 60s and 70s race paraphernalia. Delving into motocross history we found the story of Bob Hannah, a legend in the sport with a brash and outspoken personality whose wild riding style captured the heart and minds of spectators. His lightning bolt motif and spirit encapsulated the energy of the brand perfectly, and we developed a framework for the brand visuals based on Bob’s legacy – activewear for the bold.
The lightning bolt as a symbol of raw, elemental energy, began to tie everything together, spinning off patterns, glyphs and angles. All of this would end up inspiring the clothing designs, and we worked closely with Rosebudd Design to incorporate considered elements throughout everything from lining, to pockets and zips.