RT Off-Road, formerly Rough Trail, was rebranded by Crown Automotive's marketing team to cater to Jeep enthusiasts with an off-roading lifestyle. Since I was responsible for enhancing their marketing efforts with visual and graphic design, I developed and maintained an identity system to help build consistency and awareness across all design fronts.
I sketched and drafted redesigns of the logo based on discussions and feedback with Crown's Marketing Director. The logo concept was simplified and evolved from metal plates, rivets, and engravings into abstract shapes of mountains using the "RT" letterforms.
The color palette was chosen to reflect the masculinity of the off-roading experience and the nature of the brand’s products—metal and plastic that are often uncolored, black powder-coated, or polished stainless steel. Red provides a color contrast to evoke a sense of passion, danger, and excitement in the off-roading industry.
The collection of shapes and patterns used to support RT Off-Road’s brand style are abstract imitations of body armor, features, and upgrades of a Jeep, such as the parallel slots of a Jeep grille. Photography captures Jeep vehicles in an off-roading landscape with high contrast and minimal colors.
The RT Off-Road e-commerce website UI was redesigned to implement the new style of visuals, colors, typography, and photographs.
Click here to visit the site.
Newsletter campaigns were designed on a monthly basis to update customers on latest products, promotional events, and installation instruction videos.
Installation instruction videos for the products were recorded and edited to expand upon RT Off-Road's educational marketing. Video production often happened on the fly the due to the limitations of company resources and time, which often posed many production challenges—requiring every bit of scrappiness from everyone to make it work.
Brand materials, such as brochures, catalogs, displays, advertisements, and vehicle wraps, were created to support RT Off-Road's presence at automotive venues.
Shirts became coveted giveaways often used to support social media campaigns at automotive venues.
Vinyl labels, stickers, blister packs, and retail-ready boxes were designed for a variety of RT Off-Road products for venues, retail stores, and warehouses. Below is a very small sample of a large collection of packaging and label designs.