Driven. autosport branding
An autoshop focusing on accuracy and power “Driven.” by passion. Supplying clients with efficient service, superb quality, and savagery all year round.
visual identity
art direction
branding
Independently branded a car automotive/racing company and developed its name, visual identity, and racing elements.
Ask
Two individuals quit their automotive jobs to start their own. They needed to jump start their business from the ground up.
process
SWOT Analysis
To gain a deeper insight into Driven's brand direction, we initiated a brainstorming session. During this session, we utilized mood boards, persona profiles, and conducted a SWOT Analysis.
findings
- Want to work on luxury cars, race cars and superchargers
- What to be known as a company that specializes in quality service while still being chill dudes you can grab dinner with
- Want to appear as: fast, trendy, cool and trustworthy
personas
Since both already had experience in working with luxury/race cars they were familiar with the customers they aimed to serve.
findings
- Narrowed down to two personas:
single people who have money to spend and a family guy who knows what he wants. - Gen Z and Millenials.
- People who follow luxury or hypebeast brands.
visual moodboard
From taking adjectives and verbs from our initial SWOT analysis and the prefered brands from the personas this moodboard help set the look and feel for the brand.
findings
- Sold on the colour red and how it evokes strength, power and courage (also reminds them of a Lamborghini).
logo brainstorm
The logos provided above served as benchmarks for what they desired for their own logo. They aimed for a design that conveyed speed, daringness, and modern style.
findings
- Preferred a wordmark logo to prominently display their company name.
- They customized a Japan-style typeface to craft their unique logo.
- Scrapped the emblem style and went for a freestanding wordmark.
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