THE CHALLENGE: RAD Rental Gear, an energetic gear-sharing service, was looking for a vibrant brand identity to resonate with adventure enthusiasts. This was a start-up company with a minimal budget looking to create as much impact as possible to get shareholders excited about the founding of this unique business.
THE SOLUTION: My strategy was to attempt to drive user engagement and growth with positive brand sentiment that allured the target demographic. Through bold visuals and dynamic messaging, I was able to convey RAD Rental Gear’s promise of convenience and community through their platform’s access to sports gear for dirt biking, surfing, snowboarding, and skateboarding. The rugged, bold wordmark looks like it was stripped straight from an old school POG (if you don’t know what that is, ask someone who was born in the 80s or 90s)—which was a direct hit, resonating with the key target demographic. The color scheme is bright and vivid like old-school skateboard graphics. The visuals outside of marketing collateral host a series of interesting glitch effects to replicate the weird things that happened to VHS back in the day, again, speaking to the demographic. The end result of this project: effective brand design led to the acquisition of financial backing from a very popular skate shoe brand.
