Mickey Thompson
A heritage-led identity evolution expressed through brand assets, a complete product catalog, and a large-scale SEMA exhibit.
What needed to be solved
The brand needed to modernize without losing the performance, racing, and off-road history that made it recognizable to longtime customers.
What I owned
Working with Wayne Williams Marketing, I supported the identity update, designed new brand assets and typography applications, built a product catalog from the ground up, and translated the direction into SEMA environmental graphics.
How the system worked
The system used heritage material, direct typography, rugged product imagery, and structured technical information to connect the company’s history with its current product range.
What was created
Deliverables included updated identity applications, a complete product catalog, campaign materials, and an exhibit proposal with overhead signage and high-impact environmental graphics.
What can be demonstrated
The work launched in physical space at the 2016 SEMA Show through a 50-by-60-foot exhibit designed to present the updated brand at full scale.