Ariat and the greatest rodeo athlete ever asked Vehicle to "Bring It" for their new brand

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Various equestrian related patches with "never stop" typography imposed over the top of it
In a word: Relentless.
Ariat, the world’s leading brand for equestrian footwear and clothing, partnered with rodeo sensation and world champion Trevor Brazile to form the brand Relentless by Ariat. They tasked us with developing all creative for the launch – identity, brand guidelines, print and digital campaigns, videos, in-store elements, and asset library.
Cowboy swinging a lasso while riding a horse with "never stop" largely imposed over the the image
Close up of cowboy modeling with "never stop" largely imposed over his face
Various equestrian related patches with "never stop" typography imposed over the top of it
Close up of cowboy modeling with "never stop" largely imposed over his body
The best never stop innovating
We developed the Relentless identity and visual system using a bold palette of red (passion) and black (strength) to symbolize the ingredients for success in rodeo competition. The branding leveraged photography directed by our team, highlighting timeless images of Trevor at peak performance. We composed the "Never Stop” brand campaign headline to highlight what binds Trevor and Ariat – a never ending pursuit of excellence and unyielding desire to be the best. In a word, Relentless.
Spreads from the Ariat Relentless brand book
Dramatic scene of cowboy walking through stable with equestrian gear and rope
Ariat Relentless homepage displaced on laptop
Ariat landing page for relentless displayed on smartphone
Ariat information page for relentless displayed on smartphone
Ariat landing page for relentless displayed on smartphone
Ariat landing page for relentless displayed on smartphone
Bright lighting behind a cowboy lassoing out of the composition with rope in dramatic scene
Front cover of Ariat training guide for clothing boots
A digital render of a product shelf with carious Ariat relentless advertisements and clothes
Digital render of Ariat standing advertisement for performance denim
Cowboy swinging lasso in air while riding horse in a dramatic black and white scene

Project Scope

Research and Insights
Strategy & Positioning
Brand Architecture & Hierarchy
Identity Design & Development
Identity Systems
Retail and POS
Messaging & Content
Brand Voice / Tone
Creative / Art Direction
Brand Guidelines
Web / Mobile
Video / Motion Graphics