Supercar
Driver

Services

‍Branding, Logo Design, Visual Identity, Web Design, Webflow Development, Art Direction & Print

Year

2023 - 2024

Location

Sheffield (UK)

Brief

Supercar Driver, an exclusive car owners’ club, sought to revitalize its brand identity to foster a deeper connection with its members. The objective was to craft a mature and sophisticated identity that emphasized the journeys and experiences of its members, highlighting the essence of the road trips without overtly showcasing the cars themselves.

‍Challenge

The primary challenge was to honor the club’s existing identity while propelling the brand into new, uncharted territory. This involved incorporating design elements that, while not directly related to automobiles, still resonated with the spirit of the club. Developing a tone of voice that was both playful and mature was essential to evoke joy among members. Additionally, it was crucial to create a distinctive identity that stood apart from competitors, moving away from the stereotypical ‘boy-racer’ vibe prevalent in many automotive brands.

‍Result
The rebranding initiative led to the creation of the concept “The Road Taken” accompanied by the strapline “Your Reason To Drive.” This concept drew inspiration from the literal roads traversed by Supercar Driver’s members, symbolizing their journeys and experiences. Graphical elements such as road imagery and topographical contour maps were utilized to portray a mature and adventure-filled brand identity. The color palette was carefully selected to reflect maturity and refinement, with the addition of a vivid, contrasting hue to inject a memorable sense of character. Various logo options were explored, including a custom serif logotype intended to elevate the brand’s identity. Although initially approved, this logo was later replaced with a design more typical of the industry to align with the owner’s comfort level. Overall, the rebranding successfully established a more mature and exclusive experience for Supercar Driver’s members, reinforcing the club’s commitment to celebrating the journeys and adventures that define the supercar lifestyle.