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


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.
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.

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