Global Rally Cross Branding
Global Rallycross is the fastest growing motorsport series in the world. The series required a new brand identity across all consumer touch points and we were asked to preserve the youthful appeal of the sport while making the series look and feel more premium like Moto GP or Formula 1.
Because the series has several manufacturer partners, our challenge was to bring elements of speed, air, and dirt without showing a car. We agreed to utilize an element common to all manufacturers, the Motegi Racing MR119 rallycross wheel and make it a character that could be utilized throughout all branding and marketing materials. The speed lines coming from the wheel created a connective tissue that linked all creative elements together.
See more at: http://www.redbullglobalrallycross.com/