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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

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.

03.1 Big ticket items

04.1 Apparel

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.

Ben Viner Operations Director

Want to know more?

To learn more about us and our services, please contact us.

Get in touch

The Challenge

01. Creating a style

01.1 The Look

THE DEVIL DOESN’T COME DRESSED IN A RED CAPE & POINTY HORNS,
HE COMES AS EVERYTHING YOU’VE EVER WISHED FOR.

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

03.1 Big ticket items

04.1 Apparel

05.1 Accessories & Merchandise

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

Want to know more?

Dale Studios

Join our mailing list

Contact

About us

Operations

Our services

Careers

You are using Internet Explorer.

The Challenge

01. Creating a style

01.1 The Look

THE DEVIL DOESN’T COME DRESSED IN A RED CAPE & POINTY HORNS, HE COMES AS EVERYTHING YOU’VE EVER WISHED FOR.

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

03.1 Big ticket items

04.1 Apparel

05.1 Accessories & Merchandise

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

Want to know more?

Dale Studios

Join our mailing list

Contact

About us

Operations

Our services

Careers

THE DEVIL DOESN’T COME DRESSED IN A RED CAPE & POINTY HORNS,
HE COMES AS EVERYTHING YOU’VE EVER WISHED FOR.