A luxury automotive company, Redline specialise in supercar acquisitions and sales. After 10 years of their previous branding they needed a brand to reflect their amplified status and refined offering built up over the last decade. We approached the rebrand by focussing on the exclusivity of the cars they source and their strong customer service for a natural development. Mastering the art of subtlety, we transitioned from more obvious sports car connotations of red to a polished feel of black and gold to communicate performance cars instead.
The rebrand included a marque, signage, adverts and apparel. Simple but effective design decisions, such as the forward-slanted icon to suggest speed, instantly elevated the brand to feel more superior. We created many brand assets for the new brand launch, the main one being a four day photo and footage shoot of some of the world’s finest super cars. 14 cars and 6 locations over 4 days capturing rolling rig shots to static smoke grenade shots made up the basis for our “More than machines” campaign that would roll out over ads and a new website. We also created merchandise, from t-shirts to keyrings, to transform Redline into a wearable brand.