Western Power Sports
GMAX, LLC was founded in 1999 by a group of riding enthusiasts dedicated to the development of high-quality helmets for the power sports industry. Since 1999, GMAX has become recognized by the industry as a premier high-value brand, has won several awards, and has built a robust distribution network comprised of hundreds of dealers across North America and other regions.
GMAX saw an unfortunate downturn over the recent years and looked to revitalize their position in the market.
Alongside a newly planned product launch for several new helmet styles, looks and some other products, a rebranding was in order.
The development of a brand refresh. Clearly defined brand standards incorporating typographical treatments, graphical relationships, color usage, photographic styling and voice.
Phase 01: Survey
Develop questionnaire around brand purpose, existing and target market, perceived challenges and expectations.
Phase 02: Test
Addressing these inconsistencies and breaks as a starting point, we then work back and forward to make sure assets hold true to the new system.
Phase 03: Document
As some solutions succumb to the proverbial chopping block, others emerge as successful components and make it into the standards.
Phase 04: Implement
After developing the successful components and standards my team set out designing packaging, ads and social awareness campaigns
Starting from a clean slate, we sought out typography that spoke to movement and relatable subtleties for the general public that are enthusiastic about getting out and enjoying power sports. After several iterations and presentations with stake holders, we landed on implementing Pirulen for our header type and Montserrat for our body copy. While Pirulen felt more dynamic, Montserrat kept large blocks of copy clean and readable across all foreseeable media.