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1985

The Challenge

01. Creating a style

Just how exciting can hydraulic brakelines be? Well that very much depends on how deep you're willing to go. For Exeter-based engnieering & petrol-heads, HEL Performance, the answer is 'very interesting indeed'. As part of a passionate and driven racing sub-culture, HEL brakelines are the choice of champions. Our job? Capture the excitement of motor racing in graphics and merchandising for HEL's local and passionate customers.

01.1 The Look
racer
hel-logo
THE DEVIL DOESN’T COME DRESSED IN A RED CAPE & POINTY HORNS,
HE COMES AS EVERYTHING YOU’VE EVER WISHED FOR.
MOTO.HELPERFORMANCE.COM
01.2 Typography

Helvetica

Neue

Light, Roman, Medium, Bold & Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 134567890!@£$%^&*()

01.3 Colour

HEL RED #FF0000

HEL BLACK #202022

BRILLIANT WHITE #FFFFFF

02.1 Building the brand

Taking our in-depth colour, typography and design work, we began to look at taglines and marketing materials. “The official brake lines of number one”. “Stopping the unstoppable”. “Go to HEL for the company”


We also created a library of assets and image effects from abstract brakeline braids to dot matrix racers and abstract, artifacted treatments.

sign
curve banner
banner
03.1 Big ticket items
truck
lan
man-body
pipe fuel
04.1 Apparel
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05.1 Accessories & Merchandise

The crux of the project was to create a raft of products that HEL could monetise at track days and through their e-commerce platform. The bulk of that brief was based in apparel but we didn't stop there. With strong connections in Asia, HEL were keen to look at what could be done to bring the impact of the HEL brand to 'white label' products from their partners in Guangzhou.

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a business ethos of reliability, knowledge... and friendly working relationships.

Having worked with Dale Studios for over 17 years I have seen them grow and expand on a business ethos of reliability, knowledge of the industry and the importance of an honest and friendly working relationship. I look forward to many more years to come working with all the team at Dales.

Ben Viner Operations Director

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