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Western Power Sports

Sedona Tires & Wheel

Sedona Tires & Wheels builds products for the modern ATVs, UTVs/Side-by-Sides, and Offroad motorcycles that offer high-quality, cutting edge technology and real world performance. Their mission; to build tires and wheels that offer a high standard of quality, technology and performance—without the price.


Art Direction
Graphic Design
Strategic Planning

The Problem:

The Objective:

The Solution:

HardDrive was dealing with several visual inconsistencies in the marketplace with ads, packaging, social media, and the tension between being both a parts manufacturer and a vendor distributor.

To build upon and modify existing brand standards for designers, videographers, photographers, copywriters and the sales force to execute when relaying the new look and feel of the HardDrive brand. 

The development of clearly defined brand standards that explained everything from typographical treatments, graphical relationships, color usage, photography styling and the brand's voice.

The Approach:

Phase 01: Audit

Dive into the existing visual system to point out where and why there are inconsistencies and/or breaks.

Phase 02: Survey

Develop questionnaire around brand purpose, existing and target market, perceived challenges and expectations.

Phase 03: 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 04: Document

As some solutions succumb to the proverbial chopping block, others emerge as successful components and make it into the standards.

Typography Solution:

While there were consistent fonts used up to this point, they felt outdated and inconsistent with the modern visual standards we were working toward. We ultimately replaced Big Noodle Titling as the main font and rolled out Avenir as a more fitting font family to suit both headlines and smaller body copy.

Color Solution:

Being an American V-Twin brand, color is a very delicate area to get creative with. While a lot of colors are symbolic of widely known motorcycle gangs, this is a  brand that wants no affiliation. That being said, we kept to monochromatic grayscale colors. When color is necessary they are to be muted pallets, which also draw a more vintage look and feel.

Testing and Documenting:

With the foundation to the system in place we set out testing and documenting usages that worked for a variety of applications, within a variety of media.