Radical was highly commended at the Brand Impact Awards

We’ve always encouraged our team to search out clients they would love to work for. Radical Sportscars was a passion of our Creative Director and Co-Founder, James. Back in 2012 he sent a radical series of bespoke, teaser mailers to Will Brown, Radical’s Marketing Director.

James remembers: “Radical had just launched a new road legal RXC GT race car. We needed cut-through, so it was a Radical by name, Radical by nature approach.

Having raced go-carts for several years, completed track days and survived a 1080 spin at the Nurburgring, the idea of a pair of underpants with tyre marks running up their rear sprang to mind. This first mailer was accompanied with some witty copy. It was shortly followed by a swear box, then a sick bag and finally we sent a presentation on a USB drive.

The mailers worked. We got a meeting but it wasn’t the right time for us to help them. We stayed in touch with Will, and four years later, following a major boardroom shake-up, Radical were ready for a rebrand.

Combining two passions – design and racing cars – was always going to be a win, win! Our relationship has helped Radical upshift from racing car manufacturer to a global brand delivering an incomparable ‘Racing Experience’.”