Branding
Balhanger
Role: Lead Brand Designer
Responsibilities: Art Direction
Brand Positioning & Market Disruption
Cross-Context Visual Application
Collaborators: Junior Designer, Mid Designer, Client Stakeholder
Illustrator
InDesign
Photoshop
After Effects
The Challenge: Market Disruption
The objective was to break the conservative mold of the trailer industry. Leveraging the parent company's established motorsport pedigree, I aimed to reposition Balhanger from a manufacturer of static hardware to a brand defined by performance and precision. The goal was to visualize adrenaline and utility without compromising professional trust.
Design System: Kinetic Engineering
The visual language is built on motion and contrast. I utilized the Geom typeface for its machined, technical character, paired with a consistent 15-degree inclination in iconography to enforce a permanent sense of forward momentum. A sharp, electric cyan was introduced to cut through the industry-standard grey and red palettes, ensuring high visibility across both digital touchpoints and physical racing liveries.
Impact
The resulting identity successfully bridges two worlds: the technical rigor required for B2B specifications and the dynamic energy of the racetrack. The system is fully modular, maintaining visual coherence whether applied to heavy-duty equipment decals or high-speed rally car wraps.
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