Straight Cut

This was a self-driven branding project that was started by my big interest in motorsport. I've always wanted to brand a racing team and work through the big-scale branding process. This was a passion project. The team's name comes from the gears used in a racing transmission — Straight-cut. The aim of the client was to build the audience for both the team's fanbase and the sport as a whole. They were already a race-winning team and they also wanted to attract more sponsors. Through the discovery process, we established that the best move was to do a brand refresh and build something solid and more visually stronger. I actually had someone play the client role during this project to get more practice. Photo credits where due: Tom & Sini from Pexels From Unsplash: Pascal Richier Alexander Andrews Philip Veater Alex Perz David Blume Pietro De Grandi Chris Li Dirk Bogaerts Photography Patrick Hecq Pascal Richier Mockups from Yellow Images