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.
Light, Roman, Medium, Bold & Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 134567890!@£$%^&*()
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.
03.1 Big ticket items
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.
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.