SELECT AN UPGRADE.
Redemption Motorsports is a new automotive service center that believes in trustworthy, reliable and knowledgeable service and provides performance upgrades, engine repairs and routine maintenance for car enthusiasts and people that seek expert advice when it comes to the vehicles they love and cherish.
S15 Designs partnered with Redemption Motorsports to help brand their new business. The process began with developing the brand strategy, positioning statement, and user profiles. From there we were able to develop a complete identity system that can reach every touchpoint of the brand.
Our objective going into this project was to create a brand identity that would set Redemption Motorsports apart in terms of aesthetics and positioning in the current local marketplace.
Over a facilitated strategy session, we prioritized business goals, understood the brand’s customers and developed an idea of what the brand could look and sound like.
The results of this strategy session became the foundation of the branding moving forward.
SCOPE OF WORK:
understanding the customers.
Redemption Motorsports is peace of mind.
It’s the perfect fit for brand obsessed car owners and people that just need their car to be running at its best. To understand the needs of these customers, we created unique user profiles to represent the range of people that might walk through the door.
This gave us a better idea of what their demographics, personality, needs and wants would or could be so that the business could be proactive in helping their customers have the best experience possible.
defining the brand.
Through a series of exercises in the strategy session, we were able to develop the key attributes that defined the brand’s look, voice and personality.
the design process
Now equipped with the brand’s foundational brief and the owner’s favorite existing brands, we explored several concepts.
Our logo design process starts with gaining inspiration online and in the world, then sketching concepts and ultimately bringing the ideas to life digitally. We designed over a hundred variations before choosing 3 to present to Sam for approval.
After choosing what we believe are the 3 best logo design concepts, we design what is called a Stylescape for each.
A Stylescape is a visual encapsulation of the brand. It shows hows the logo will live with the brand colors, typography and can show examples of what marketing materials, merchandise, and a website could look like.
We see a brand as an experience and the idea of a Stylescape is to take a snapshot of that entire experience.
The Stylescape below was the winning Stylescape selected by Sam for the brand. This will set the tone for everything created for the brand moving forward.
The new logo.
As with the beginning of any brand, we believe it’s important to understand what the logo needs to communicate. In this case, based on our talks, the logo needed to communicate what they do and what they believe.
The new Redemption Motorsports logo is speed, faith, and reliability.
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