Racepak 30th Anniversary

Racepak’s 30th anniversary deserved a complete brand refresh. For me, the first step was a brand study, which revealed that the logo was never really consistently used through the dealer network, packaging, signage and collateral materials. Unifying all brand identity, I then worked to integrate it into all packaging; to save on costs, I worked up a schedule, inventorying products and collateral. Then, I assigned levels of priority to ensure the most important pieces would be provided the new branding first, allowing me a complete overhaul within three months of the brand relaunch. I also created 30th-anniversary specific materials to replace any current consumer materials while I updated the brand behind the scenes.

Brian Woodard / Design / Creative Direction

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