For true racing enthusiasts, speed isn’t just a thrill—it’s a way of life. This passion fueled the Weld rebrand, centered around the tagline and brand ethos: "Fast Never Sleeps."
As part of a full strategic and visual overhaul, this project encompassed a wide range of design deliverables, including wheel caps, a trade show booth, website visuals, Out-of-Home advertising, apparel, print materials, and an extensive brand guidelines document.
To honor Weld’s legacy and its loyal community, we reintroduced a bold blue inspired by founder and legendary racer Greg Weld’s original car. The existing logo received a subtle refinement to preserve brand equity while addressing manufacturing constraints.
The new visual system features large, dynamic typography that captures the intensity of motorsports, creating striking layouts through layering and masking effects. Dramatic, high-energy photography emphasizes movement, texture, and raw power, bringing the brand’s adrenaline-fueled spirit to life.
