Radical Sportscars have always done things differently. In racing terms; they take their own line.
Radical Sportscars set out 20 years ago to do just that. Our rebrand needed to capture this attitude, evolve the brand and focus on communicating an ‘incomparable racing experience’.
To understand what Radical meant to the drivers of these awesome racing cars our creative director went to a Race Day at the Circuit De Jerez, Spain.
This insightful weekend led to the inspiration for the rebrand. The drivers, including Sir Chris Hoy and Jason Kenny (yes, the Olympians), and the Support Team believe that the Radical Racing experience is second to none. Heart pumping, adrenaline fuelled joy!
This thought led us to the brand proposition that ’Nothing Compares’ to the Radical experience. The identity with the ‘R’ racetrack and the red ‘Race line’ reflects Radical’s maverick spirit, and the uncompromising performance and thrill of the ride. The resulting brand feels premium yet authentic.
See the full case study here.
The Allotment have developed a brave and vibrant graphic language for New Street Group’s (NSG) brand new offices in Central London.
New Street Group are a leading recruitment business which has enjoyed dramatic growth. They have developed strong brands in Interim Management (Interim Partners), Financial Services Resource Contracting (BrightPool) and Executive Recruitment (New Street).
Adam Cale, designer for The Allotment, said; “We were keen that the environmental graphics built on the previous illustrations, which were created for their website, in collaboration with artist Tang Yau Hoong, and received such widespread praise internally and externally for their clever use of negative space and messaging.
We wanted to avoid the usual visual clichés and create something that would spark conversation, highlight NSG’s values and create stand out. We developed a set of 12 wall graphics featuring quotes from inspirational individuals that epitomise NSG’s values. The quotes were used as inspiration for a set of beautiful and bold illustrations”.