CHALLENGE RUNNER Brand Identity Design

RUNNER is a premium garage for exotic cars, creating modified parts & tuning performance, the typical customer to such a garage is looking for something beyond an (oil change), he seeks excitement & uniqueness, nothing reflects that more than speed & motion.  

When creating a brand and channeling that emotional bucket, the creative team included motion in all visuals, starting with the logo itself and through to all other visual aspects (italic style typography, bright lines of colors mixed with dark backgrounds mimicking a taillight trail.. etc).

In our study the owner hinted that most of his clients come at night, they like to take rides in their exotics where the streets are semi-empty to enjoy that freedom, hence (freedom to drive) was our tagline that resonated well with the brand persona. 

Combining all these aspects to the brand with many iterations, the creative team was able to produce a brand that talks to the targeted segment & effortlessly attracting speed enthusiasts, it shows that branding is purely psychological at first, a science merged with art, extracting the value proposition into every design, and defining freedom for those who seek it once again.