DAKAR RALLY
Rebrand Concept
This project was focused on designing a comprehensive and strategic brand identity system. My goal was to bring the spirit of the rally back into the race which has become more and more commercialized over the years.
Deliverables: Brand Identity, Poster, Ticketing System, Environmental Marketing, Apparel, Motion Graphic
With a goal to reintroduce the spirit of the Dakar Rally and separate it from the commercialized branding it has developed, I chose to focus on the tread pattern of off-roading tires which is the driver of the main experience. The logo, inspired from the Goodrich tire tread which is the official sponsored of tires at the Daker Rally, brings back the feeling of the original purpose, the love for off-roading and the adventure is inspires.
For the ticketing system I chose to incorporate and abstract the navigation lexicon used by the riders themselves. This shares, to the attendees, a personal experience the riders have and becomes a keepsake to remember the adventure of the Dakar Rally.
Research and Process
Photo research.
Sketches, digital iterations.
